Promotional Mix and Addison Lee Car Services

The assignment examines how Addison Lee car services leverages promotional mix theory to reach their target audience of 16-25 year olds. It delves into their key message focusing on various car services and benefits, the chosen advertising method of posters, and outlines a process for gathering customer feedback.

MARKETING AND COMMUNICATION
INTRODUCTION
Marketing and communication
are necessary in the promotional
process. This report includes about
promotional mix theory and its usage.
Response of the targeted audience is
given. A chosen channel is outlined
and justified. Key message will be
communicated. AIDA is used to
describe about the promotional key
message. Process to collect the
feedback is also given.
Promotional mix theory-
This theory contains many elements which can be
used to promote the products and services of the company.
Those elements can be as follows:
 Advertisements
 Personal level selling
 Sales promotional
 Sponsoring
 Healthy relations with public
These are some elements of promotional mix which
Addison Lee car services can use to promote and
communicate about their services to their targeted audience
of 16-25 year old.
Explaining about key message of communication-
Addison Lee car services want to communicate
about their provided services to the targeted audience in
the market. They want to communicate with 16-25 year
old youngsters about the services which they are
providing. Company wants their audience to know about
various car services and benefits which they will receive
by dealing with them. They want their every customer to
be satisfied by their services. Key message of the
communication is that the company wants their targeted
audience to know about their various car services. An
Addison Lee car service always thinks about the
demands and satisfaction of their customers.
Selection of an element from promotional mix theory-
Addison Lee car services have used promotional mix
theory to select the element which can promote their business
among their targeted audience. The cited business has selected
the advertisements of promotional mix. They will give
advertisement to promote their car services. Addison Lee car
services had done proper research to select the process.
Advertisement by making posters will surely help them.
Description of targeted audience-
Addison Lee car services have
targeted audience of 16-25 year old
because they have more craze about cars.
They want to try different cars and
experience them. All the persons under
theses age are influenced by different
models of cars. These youngsters want
that model which will make them reputed
among their friends and family. Using
cars these days is the sign of status.
Targeting this range of audience will
definitely give the business a desired
response. The business had targeted the
right audience because they have more
craze about the cars.
Outlining and justifying the chosen channel-
Addison Lee car services has selected poster
element of advertising in promotional mix. Poster is
used to attract and gain the attention of many people
towards the products and services. This tactic will
definitely be useful for the cited business.
Attractiveness of the poster will bring more and more
youngsters towards them. Poster will communicate the
desired or key message of the company to all its
targeted audience. This will increase their business and
revenue or income of the organisation. Addison Lee
car services will be very much benefited by selecting
advertisement for promoting their services between the
targeted audiences.
REFERENCES
Books and journals
Albarracin, D., Johnson, B.T. and Zanna, M.P. eds., 2014. The handbook of attitudes. Psychology Press.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation.
Hill, B., 2015. The importance of marketing and communication.
CONCLUSION
This report concludes about the
promotional mix theory and which element
of these theories is used by the Addison
Lee car services. Targeted audience of the
company are described. Chosen channel is
outlined and justified. AIDA marketing
theory is used know about how will
promotion and key messages will achieve
objectives.
Use of AIDA marketing theory in promoting and communicating key message will achieve objectives of
company-
 Attention- Addison Lee car services had given their full attention in making their advertisement process
attractive. They had used their creative mind to make the posters.
 Interest- The cited company have interest of targeting 16-25 year old youngster they want to promote their
services among those youngsters.
 Desire- Addison Lee car services have desire to increase their business by 3%.
 Action- The cited company had done advertisement to promote and communicate their key message.
Using AIDA marketing theory will definitely help the Addison Lee car services to achieve their
objective. This will attract more customers towards them and will increase their business.
Method to collect the feedback-
Feedback should be taken by the targeted audience to know and understand about the response which they had felt by seeing the advertisement.
Addison Lee car services had prepared questionnaire to know about the reaction of customer by seeing the poster. Feedback is necessary to know about their
prediction is right or wrong. This will make them to do required changes in the process.