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) Ketchum Public Relations has designed a website, the MGD Tap Room, for Miller Genuine Draft beer. It provides general information on beer, on Miller brands and topics of interest to a demographic group of 20 to 30 year olds. This site seems to have set ____ as its primary objective.

Question

Quizplus · Accepted Answer

The primary objective of the MGD Tap Room website is to promote the Miller Genuine Draft brand, making B the correct answer. The website is meant to interest and engage a specific demographic of 20 to 30 year olds with content related to Miller and their products, as well as general beer knowledge. While promoting goodwill and delivering internal communication may be secondary objectives, the main goal is brand promotion. Counteracting negative publicity also does not seem to be a focus of this particular website.

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