How do I solve this problem?

A few years ago, Crystal Peak Resort near Denver, Colorado, experienced a sharp decline in the number of its downhill skiers. To determine the cause of this decline, the management at Crystal Peak looked at several different kinds of research data, both primary and secondary. Some of the data was collected on skiers in general (e.g., government data tracking the overall trends in the popularity of many different kinds of outdoor recreation, including skiing, hiking and hunting), and some on skiers at Crystal Peak Resort in particular For example, Crystal Peak Resort conducted more than 2,000 "chairlift" interviews, in which interviewers rode the two-person chairlifts designed to carry skiers up the hill and chatted casually with skiers about their skiing habits and preferences. Among other questions, they asked skiers whether they were skiing more or less than usual, and at what resorts they usually skied. Information collected during each interview was later pooled with information from all the other interviews conducted. That information, combined with other, was used to develop Crystal Peak's new positioning strategy and communication program. Assume now that after analyzing many different kinds of market research data (not just chairlift interview data), Crystal Peak has determined the cause of the decline in the number of skiers at Crystal Peak Resort to be, in part, due to skiers' perception of the resort. Although Crystal Peak is well known as a "skier's" mountain, it's perceived as lacking in nightlife. Many skiers worry that after the sun goes down and they come off the mountain, there will be nothing to do for the rest of the evening. The management at Crystal Peak Resort, at that time, came up with two communication program approaches to address the issue: 1. Run an advertising campaign in ski magazines. 2. Offer coupons valued at $25 off the price of a lift ticket for one day of skiing (usual price for an adult:$100), which would be distributed through ski shops, hotels, and restaurants in the town of Crystal Peak. Unfortunately, the budget limited management to undertaking just one of the programs. If they had consulted you at the time, which of the two programs would you have recommended (assume the cost of undertaking each program is the same)? Begin your answer with your recommendation, then briefly explain why it is superior to the other option