Joe Average is "A-OK" with the Slate Mountain ski resort.Rather than try to keep up with big-budget competitors like Banff and Lake Louise,the southeastern B.C.resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Slate." "Movie Star," the title of a full-page colour ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Slate,not Whistler.And this is John Taber-not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Slate Mountain." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Slate Mountain-No.1 in Grooming."
-Refer to Slate Mountain.The "Movie Star" ad is only one of a series of ads that focus on a common theme,"You Don't Have to Be Cool to Ski Slate." The series of ads,taken together,represent which of the following?

Question

Quizplus · Accepted Answer

The series of ads with the common theme "You Don't Have to Be Cool to Ski Slate" represents the advertising campaign for Slate Mountain. Therefore, the best choice is A, the advertising campaign. The other options (B) advertising mix, (C) promotional plan, and (D) marketing mix, may include various elements of the advertising campaign, but they are not as comprehensive as the entire campaign itself.

Joe Average Is "A-OK" with the Slate Mountain Ski Resort