Question

Since 2002, General Mills through sales of its Cheerios brand cereal has donated over $2.0 million to First Book, a national nonprofit organization dedicated to giving new books to children from low-income families, through the Spoonfuls of Stories program. General Mills is engaged in:

Answer 1

Cause-Related Marketing

Step-by-step explanation:

A type of marketing in which the entity promotes it sales by collaborating with the non profit organization is known as Cause-related Marketing(CRM).In CRM, the entity promotes the cause of the non profit organization with which it collaborates and at the same time, it also promotes its own sales, therefore CRM creates mutual benefit for both entities.

Therefore, the General mills is engaged in Cause-Related Marketing.