Use of Promotional Mix Theory for Selection

Running head: MARKETING AND COMMUNICATION
Addison Lee
Marketing and
Communication

MARKETING AND COMMUNICATION 1
Table of Contents
Introduction.................................................................................................................... 2
Promotional Mix Theory................................................................................................. 2
Use of promotional mix theory for selection.........................................................................2
Target audience............................................................................................................ 2
Channel of promotion.................................................................................................... 2
Communications key message.......................................................................................... 3
AIDA- Attention, Interest, Desire, and Action......................................................................3
Attention................................................................................................................. 3
Interest................................................................................................................... 3
Desire..................................................................................................................... 3
Action.................................................................................................................... 3
Taking Feedback.......................................................................................................... 3
Survey.................................................................................................................... 3
Calling.................................................................................................................... 3
Live chat................................................................................................................. 4
Poster........................................................................................................................... 4
Conclusion..................................................................................................................... 5
References..................................................................................................................... 6

MARKETING AND COMMUNICATION 2
Introduction
Addison Lee is a private hire company and is based in London. John Griffin is the one who
founded this company in 1975 as Pace croft Limited. 4,000 vehicles are operated by the
company and have over £900m of annual revenue (Addison Lee, 2017).
Promotional Mix Theory
Marketing mix 4Ps are involved in the promotional mix and comprise of personal selling,
advertising, sales promotion, direct marketing and public relations. It includes all the forms of
communication used by a business to create the meaning of their product or service and it also
helps them to attract or influence its targeted customers (Lake, 2017). Advertising is a form of
promotion which is paid and present the ideas and services through the channel of
communication. Sales promotion is used to increase the demand and consumer. Personal selling
is done through one to one communication between seller and buyer.
Use of promotional mix theory for selection
Promotional mix is used to select the type of promotional channel for advertising the product. As
advertisement have a wide scope and reaches to a large number of audience it helps Addison Lee
to select the type of channel to promote their services.
Target audience
Target audience involves all the people whose demand is similar to the product and services
offered by the business, it also involves those people who are interested in the services and
products offered by the business (Laura, 2017). Addison Lee provides different services like cab
service, courier service, etc. Therefore, their target audience involves all the people who prefer
booking cab to travel from one place to another and people who want to deliver something as a
courier. The marketing team of Addison Lee regularly deliver email, notification of app and
SMS to their target audience.
Channel of promotion
Businesses use the various channel to promote their products and services in the market to attract
customers. Once the business has identified their target audience they can select the media or
channel to promote their services. Selecting a channel is a very difficult task in marketing
strategy (European Commission, 2016). Addison Lee should promote their services by creating
branded booklets and distribute them. People book taxis at airports and hotels, therefore,