Scenario 13-1 Miller Brewing Makes Several Brands of Beer, in Particular Miller

question 10

Multiple Choice

Scenario 13-1
Miller Brewing makes several brands of beer, in particular Miller Genuine Draft and Miller Light. They consider public relations - ongoing activities to ensure the organization has a strong public image and includes helping the public to understand the organization and its product - to be a cost effective component of their overall brand promotion Similar to effective advertising and promotions, effective public relations depends on designing and implementing a well-designed public relations plan. The plan includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities.
Public relations frequently include use of traditional media, that is, newspapers, television, magazines, etc. as part of the plan. Miller has a Marketing Communications manager whose responsibility it is to ensure that all the public relations initiatives are consistent with and supportive of Miller's brand advertising efforts.
-(Scenario 13-1) If Miller's website was devoted primarily to enlisting brand loyalists' support for the Miller "Drink responsibly for your children" initiative to raise awareness of fetal alcohol syndrome then its purpose would be different from brand promotion. Its purpose would be to

• A) counteract negative publicity for its brands
• B) promote brand goodwill
• C) lobby Congress against raising taxes on alcoholic beverages
• D) disseminate such health information among Miller employees

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