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.Slate's ads are designed to communicate with the "Average Joe" or the middle of the ski market.What is the specific communication task that should be accomplished for this target market during a specified period of time?

Question

Quizplus · Accepted Answer

The specific communication task that should be accomplished for the target market during a specified period of time is an advertising objective. In this case, the objective is to appeal to the middle of the ski market, or the "Average Joe," and communicate that Slate Mountain offers a no-frills skiing experience that doesn't require being cool or wealthy. The specific messaging and imagery used in the ads, such as the slogan "You Don't Have to Be Cool to Ski Slate" and the Polaroid photo of an overweight man in a neon ski suit, are designed to appeal to this market and communicate this message.

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