Augusto Morales has repeatedly told his granddaughter since she was a toddler,
“Sweetheart, always remember that radio is the voice of the people.” In Guatemala,
Augusto stayed tuned to news and events by listening to his parent’s only radio. “That
little contraption was our only window to the rest of the world.” Building on this nostalgia,
Zambo’s only advertises on radio to this day. And why not, it’s cheap and it has a broad
reach. A surprising number of patrons (especially the older ones) are still reminded about
Zambo’s through radio spots. But does it make sense now?
Isabella is familiar with Zambo’s very simple website and thinks that perhaps there is an
opportunity for direct online ordering. She hasn’t seen any messaging on social media and
knows this is a missed opportunity. She would like your ideas on an integrated marketing
communications campaign for a grand re-opening of Zambo’s Beans and Rice.
Discuss how you plan on using namely advertising and sales promotion. In your
discussions don’t forget to address the integration among the tools. Make sure that a
unified message and a tagline comes across with all of the suggested tools and
● Consult the Client Overview–Zambo’s Beans & Rice.
● No outside source is required for this assignment.
● Two paragraphs ( one paragraph each)
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