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

question 62

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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) Miller has recently recruited two up and coming Southside Chicago groups who are trying to popularize what they call "Blues Rap" in the Wise Fools pub located in the heart of one of Chicago's young urban professional neighborhoods. These musicians are provided with coupons for free drinks of the new "Miller Lime" boutique beer and expected to talk about the "hipness" of lime beer and the Miller brand and hand the coupons out between sets. What is Miller doing?

Definitions:

Cross-Sectional Study

A study in which people (or animals) of different ages are compared at a given time.

Longitudinal Study

A research design that involves repeated observations of the same variables (e.g., people) over short or long periods of time.

Gender Relationships

The social and cultural constructs that define the interactions, roles, behaviors, and expectations between genders within a society.

Inferential Statistics

Statistical procedures that allow researchers to draw inferences about how statistically meaningful a study’s results are.