The problem of this study was to examine the community, stockholder, and consumer public relations of the Dr Pepper Company. The data were collected by an examination of the major areas in Dr Pepper's public relations department. Detailed questionnaires were used in interviewing the department's head, Harry Ellis, and his assistant, Jim Ball. Follow-up interviews clarified Ball's and Ellis's responses to the questionnaires. Chapter I introduces the thesis. Chapter II presents information about Dr Pepper's consumer relations, Chapter III presents data about stockholder relations, and Chapter IV presents information about community relations. Chapter V summarizes the study and makes conclusions and recommendations. Dr Pepper's overriding weakness was the lack of pre- or post-testing of its public relations efforts; and its strengths are that it has never been accused of doing misleading advertising and it labels its products so that the consumer knows its content. The recommendation was made to expand and departmentalize the public relations operation.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc663339 |
| Date | 05 1900 |
| Creators | Bux, Robert Michael |
| Contributors | Westmoreland, Reg, 1926-2021, Glick, Edwin L. |
| Publisher | North Texas State University |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | iii, 62 leaves, Text |
| Rights | Public, Bux, Robert Michael, Copyright, Copyright is held by the author, unless otherwise noted. All rights |
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