This assignment examines the marketing and communication strategies employed by Addison Lee, a London-based private hire company. It delves into promotional mix theory, identifying suitable channels for reaching their target audience. The analysis focuses on key messages designed to attract customers and drive action, employing the AIDA model (Attention, Interest, Desire, Action). Furthermore, the assignment explores various feedback mechanisms like surveys, phone calls, live chat, and posters to gauge customer satisfaction and improve services.