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Marketing and Communications 1.Desire-After the interest is increased among the audience then there will be desire to purchase the holiday package of Ryanair. Desire is the will or demand of the customer after seeing the advertisement of the company that motivate him to purchase or not to purchase the product or avail the service. 2.Action-Then the last step is when the actual purchase is taking place. This step is the action taking step of the customer and is included in action of the customer. Feedback-after the above all actions the feedback of the customer is also required so that it will help the company for future. If there are any loopholes in the promotion strategies them the customer will give valuable feedback Promotional mix-this refer the marketing communication which is used by Ryanair to make the offer of holiday package to the potentialcustomersandthenpersuadethemtopurchasethe holiday package. This will include advertising, public relationship, selling promotion and direct selling. Target audience-the target segmentation of the customer will be mainly the middle class people, the salaried people and the young generation. As they are the one like to travel more by flights. After using online marketing these selected customers will be responding the most. Marketing theory-this include the theory which Ryanair will be adopting so that it can attract more customer towards its product. Ryanair will apply AIDA which is attention, interest, desire and action. Attention-firstly Ryanair will try to grab the attention from the public, to grab this attention the advertisement of holiday package should be very attractive. Without a good and appealing advertisement Ryanair will not be able to grab the larger attention of the customers. Interest-then by its good marketing strategies it will try to increase the interest of the customer or that of the audience. If there is no interest of the customer even after the attractive advertisement they will not likely to buy the product. CONCLUSIONS:This theory is also used to decide the selection of the communication channels. So the company will be using mainly the online or internet marketing channel to do the advertising of the product so that the purchase isincreased by14% till December 2017. REFERENCES Aktual'ni Problemy Ekonomiky= Actual Problems in Economics. (187). p.28. Rao, K .S., 2017. Promotional mix strategy in banks for bancassurance products.SAARJ Journal on Banking & Insurance Research, 6(4), pp.5-15. Ryanair airline is planning to increase the purchase of the holiday packageofcompany by 14% by December 2014 which need to increase the awareness of this holiday package. So it will be using the promotional mix to decide the selection of the communication channel, target the audience and then collecting the feedback from the customers.