Report on Communication Plan of Addison Lee

Running head: communication plan
Report on communication plan of Addison Lee

Communication plan
1
Table of Contents
Theory of promotion mix............................................................................................... 2
Advertising................................................................................................................ 2
Personal selling........................................................................................................... 2
Sale promotion............................................................................................................ 2
Public relation............................................................................................................. 2
Promotion mix use for decision........................................................................................ 2
Target audience and their response....................................................................................2
Appropriate channel...................................................................................................... 2
Key message............................................................................................................... 3
AIDA....................................................................................................................... 3
Feedback................................................................................................................... 3
Conclusion................................................................................................................. 3
References................................................................................................................. 4
Introduction
Communication basically refers to a process through which information is delivered
from one person to another person with the help of any medium. Promotion mix is widely use

Communication plan
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to transfer information about companies product to its target customers. In this project
discussion will be carried on promotion mix plan of Addison Lee car services.
Theory of promotion mix
Marketing mix consist of four elements. One of them is promotion mix which
involves advertising, personal selling, public relation and sales promotion. They are
commonly used as an instrument to provide information to the target group (Gunasekharan,
Basha, and Lakshmanna, 2016). Now a day’s communication plays a very important in
attracting customers. Depending upon the type of the target, market segment appropriate
instrument is use.
 Advertising – it is an informal form of communication like radio and television.
 Personal selling – it refers to the process in which business man directly convince
consumer to buy the commodity.
 Sale promotion – in this coupons, contest and many other things are used to attract
customers.
 Public relation – this focus on providing information about the product and the
company (Sheu, 2011).
Promotion mix use for decision
On the basis of promotion mix theory, as the target segment of the company are
teenagers so it will be best to use advertisement instrument because youngsters are connected
to social media and watch television. Addison Lee can fulfil its aim of increasing business
easily if they use this medium (Steenkamp, 2017).