Promotional Mix for Addison Lee

The assignment analyzes how Addison Lee can utilize various promotional mix strategies like advertising, personal selling, public relations, and sales promotions to reach its target audience of young people. It emphasizes the importance of choosing the right promotional mix based on the company's goals and objectives, and how effective communication is crucial for marketing success.

Marketing and Communication
INTRODUCTION
Communication plays a key role in marketing. Marketing is
done to satisfy consumer wants and increase sale of products or
services. Promotion is a way of communicating with target
audience to generate awareness. Addison Lee is a car service
company and want to gain market share by promoting their
services and offerings to youngsters.
Promotional mix Theory
Promotional mix is one of the 4Ps of marketing mix focusing
on promotion of products or services. Now-a-days Marketing
manager emphasise more on promotion mix to communicate
with target audience and to generate awareness. It contains
advertising, personal selling, public relations and sales
promotion. Advertising can be done in two ways through print
media or Broadcasting. Public relation is all about creating an
image in the minds of existing and potential customers. Sales
promotion is stimulating buyers to purchase their services by
offering free coupons or discounts etc. Addison lee also want to
aware general public regarding their car services, so
promotional mix will play key role in fulfilment of goals and
objectives.
Uses of promotional mix for selection
The way an enterprise communicate with target audience is
very important. As discussed earlier, there are four promotional
strategies followed i.e., Advertising, Personal Selling, Public
relations, Sales promotion. Selection decision of choosing one
or more of strategies decides where an organisation stands
against its rivals. If appropriate strategy is chosen, it will
definitely give an edge to firm to achieve targets.
Key message to be deliver
Message deliver to target audience must be appropriate
and to the point. Three characteristics of key message
will be clear, concise, and consistent. Message must be
clear, free of jargon. Advertisement can be best way to
deliver information to target audience and same should
be deliver within time frame of 7-9 seconds. Also it
must get repeated has perfect tuning and music so that
audience will remember it for long time.
Use of AIDA Marketing Theory
Attention- An organisation need quick way to attract
attention of potential customers with eye-catchy ads.
Also subject lines appear on mails attract people to
open them and read will be possible alternative.
Interest- The message which is to be deliver is needed
to be interesting as nobody want boring information.
Gaining reader attention is more important than just
attracting them.
Desire- The ultimate goal is to satisfy consumers and
their desire.
Action- Those who are really willing to buy your
services are left under action stage of AIDA. In this
stage, an organisation will lose and consequently win
some of customers.
Promotional Mix theory and Its Uses
Target audience and their response
Addison Lee is targeting youngsters of 16-25 years of age. Their
main motive is to provide car services to these youngsters. Strategies
should be framed in accordance with target audience and which
quickly reach them. They can also use social media to promote their
products or services. Advertisement in magazines, Television and
presence in social media will definitely boost up performance of
business and help them gain large portion of market share. Also their
ultimate response needs to be sought to continue growth of an
organisation.
Chosen Channel and its justification
Personal and non-personal communication channels are of important
relevance. As a promotional channel, Advertising can be one of the
best option available with an organisation. Advertising is a public
mode of creating awareness. It can be done either through print
media or broadcasting. Even social media can be an appropriate
option of promotion. These ads appear number of times. Consumers
can compare these products or services with ads of companies
selling same products or substitute products. It also adds facility of
colour and attractiveness. It covers wide geographical region with
lower-cost. Thus, advertising can be the right choice of promotion
for Addison Lee.
Feedback collection
Feedback is all about people's response towards your message. It
will influence consumer's thoughts regarding company. It may also
create an awareness about services and offering of company.
Addison Lee is focusing on youngsters for promoting. Therefore, it
is necessary to get feedback from them.
Message, AIDA Marketing Theory
From the above report, it can state that marketing and
proper communication proper functioning of business
and attracting consumers toward the products and
services of organization. Through the help of
promotion mix, target consumer can be achieved by
the company effectively.
CONCLUSION
Target Audience and Communication Channel