Scenario 17-4 Trapper's Lake Lodge Is Rustic Hotel Situated on a Large

Multiple Choice

Scenario 17-4
Trapper's Lake Lodge is rustic hotel situated on a large lake in the Flat Tops Wilderness Area.The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport.Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season.Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again.Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved.So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.
-(Scenario 17-4) A public relations consultant advises the lodge management that any direct marketing campaign should be coordinated with its other advertising and promotional strategies.In effect, the consultant is recommending that the lodge focus on ____, which should always be the goal of advertising and promotion.

A) innovation
B) marcom management
C) integration
D) convenience