Coors Brewing Company obtained free press coverage by sponsoring the "Literacy.Pass It On Program," which taught 20,000 women to read.This is an example of:

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The Literacy.Pass It On Program was an example of issue sponsorship, as Coors sponsored a program that was focused on promoting and addressing a social issue (illiteracy among women) rather than simply promoting their products. This allowed them to gain positive press coverage and goodwill among consumers for their efforts to support a community cause.

Coors Brewing Company Obtained Free Press Coverage by Sponsoring the "Literacy.Pass