A downhill ski area is experiencing a decline in the number of lift tickets sold, falling revenues, and inadequate profits. The average price of a lift ticket is $20 and there are 2,500 tickets sold daily on average. The estimated price elasticity of demand is 1.5 and the lifts are currently operating at an average of 75 percent of capacity. Which of the following methods is most likely to increase the ski area's revenues and profits.
A. a 10 percent increase in the average price of a lift ticket. B. an aggressive advertising campaign. C. a 10 percent increase in the average price of a lift ticket combined with an aggressive advertising campaign. D. a 10 percent decrease in the average price of a lift ticket.
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