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 Slate Mountain campaign tells skiers that they do not have to worry about how they look on the slopes.This is a specific reason given to the target audience for why they should choose Slate over other ski areas.What is this reason called?

Question

Quizplus · Accepted Answer

This reason is an advertising appeal, which is the specific benefit or emotion that an advertiser uses to persuade the target audience to buy their product or service. In this case, the appeal is that skiers don't have to be cool or worry about how they look on the slopes when skiing at Slate Mountain.

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