Question

1. Imagine a scenario where you are planning to open your ‘mom and pop’ café near Kean University union campus for the very first time. What are the five promotional elements you would use to design an integrated marketing communications program for your café? How would you design each element of the promotional mix? Discuss with the help of examples.

2.

How does government regulations assure occupational safety and health? How does the law limit of employers’ duty in order to provide job security to their workers?

Answer 1

(Part-1)

A promotional mix is an allocation of resources among these 5 primary elements:-

(a) Advertising

It refers to as any paid form of media communication. It includes TV ads, ads in magazines, radio and newspaper etc. Under advertising the seller has no direct contact with the consumers.

(b)Public Relations

This includes spreading a positive image or creating a good will with the intent of increasing sales.It can be done by having media coverage, hosting special events etc.

(c) Sales promotion

Sales promotion techniques includes displaying price incentives such as a banner on the cafe saying "50% off on first take away order" or "Buy 1 get 1 free"

(d) Direct marketing

it aims directly at targeting consumers. Coupon mailers, phamplets, clipping a coupon are common under this

(e) Personal selling

it simply refers to face to face communications between buyers and sellers.

# The way i will design my promotional mix is as follows:-

(1) Determine your target market

We know that our cafe is near to the university union campus. So understanding the individual attitudes and bevahiour will help me design the best means to reach them.

For eg- if you own an upscale jewelry store then from our history of sales we must be knowing our target market consumers

(2) Determine the objectives

i must determine the responce i want to elicit from my target market such as motivating customers to use the cafe coupons, cashback perks etc.

For eg- To introduce new customers to our product we can use the direct marketing technique such as direct mail letters with a money saving offer for the first time customers.

(3) I must look upon designing my communication which is going to hit the target market.

For eg- U must emphasis on the Content and format our communications. It includes the words, image graphics which are best suitable for the target market consumers.

(4) Select my promotional channel

I must give emphasis that which promotional method for advertisement will best reach the target customers. As the target market mostly consist of students hence i must advertise my cafe in magazines and newspapers which is in the most reach of the university students

(5) Personal selling

It is the most important element which is to be designed according to me. I must worl on creating good customer relationships by treating them nicely. Giving good discounts on their eatings. Arranging neat and clean furniture in the cafe which also attracts the customers.

Once a good will of the cafe is created in the customer's mind he will surely going to come back.

(Part-2)

Occupational safety and health act ensures that the employees work in a safe and healthful environment by setting and enforcing standards. Under the act, trainings outreach, education and assistance is provided. All the employers must comly with all applicable OSHA standards. They must also comply with the general dutyclause of the osha act which requires the employers to keep their workplace free of serious recognised hazards.

If the number of workers in the cafe will be less then there is a rare chance of the cafe being inspectored by the officials. But if they do and something is found against the law then the cafe will be fined and also strict actions could be taken.

Thankyou, Hope it helped. Cheers