Addison Lee: Poster Campaign and Communication Strategy Report

This report provides a comprehensive analysis of Addison Lee's marketing and communication strategy, particularly focusing on their poster campaign. It delves into the promotional mix theory, explaining how various promotional variables are blended to achieve marketing goals. The report identifies Addison Lee's target audience, which includes individuals seeking comfortable travel experiences, especially the younger generation and business class clientele. It justifies the use of posters as a medium to disseminate information and influence public opinion, highlighting their visual appeal and ability to raise awareness. The key message of the Addison Lee poster, "Exclusive Business Class Cars At Your Service," is explained, along with the application of the AIDA (Attention, Interest, Desire, Action) marketing theory. Finally, the report outlines methods for collecting customer feedback, including email follow-ups and the use of platforms like White Spark's Reputation Builder, to gauge customer satisfaction and improve services.

Running head: MARKETING AND COMMUNICATION STRATEGY OF ADDISON LEE
Marketing and Communication Strategy of Addison Lee
Name of the student
Name of the University
Author note

1MARKETING AND COMMUNICATION STRATEGY OF ADDISON LEE
Table of Contents
Part 1: Poster..............................................................................................................................2
Part 2: A Rational to Support the Communication Campaign...................................................2
Promotional Mix Theory........................................................................................................2
Promotional Mix Theory of Poster........................................................................................3
Description of Target Audience and response sought............................................................3
Justification of using poster...................................................................................................3
Explanation of communications key message.......................................................................4
AIDA (Attention, Interest, Desire, Action) marketing theory in relation to Addison Lee....4
Collection of Feedback..........................................................................................................5
References:.................................................................................................................................6

2MARKETING AND COMMUNICATION STRATEGY OF ADDISON LEE
Part 1: Poster
Part 2: A Rational to Support the Communication Campaign
Promotional Mix Theory
The promotional mix indicates a blending of promotional variables that is chosen by the
marketers so that the firm can reach its goal. It is commonly held that there is an optimal
method by the help of which budget is allocated in relation to the different elements so that
the best results can be achieved (Cha et al., 2017). The challenge in the arena of marketing is
to find out the right mix and the activities include that of advertising, sales promotion and

3MARKETING AND COMMUNICATION STRATEGY OF ADDISON LEE
public relations. Direct marketing along with that of corporate image campaigns are also
considered to be important part in relation to the promotional mix.
Promotional Mix Theory of Poster
Posters can help in marketing the products and services of a company. The attraction of the
poster is on account of its visual appeal that attracts the attention of the passersby. The
spectators of the poster become interested to try out the new service thus leading to gains for
the company and causing profitability for the company (Kaiser et al., 2017).
Description of Target Audience and response sought
The target audience of Addison Lee that is a minicab company are the people who seek the
comfort of travelling and look for a rejuvenating experience while being on the road. It
symbolizes the modern generation and brings to light the unique taste of the users of the
service (Lee 2014). The target audience covers the younger population aged between 18-25
years of age who take recourse to minicabs and taxi bikes along with that of the business
class who use the service of the private jets.
It wants to grab the attention of the passersby with the help of the communication
campaign (Li and Pang 2017). The unique services delivered by the brand would be brought
to light with the help of the poster who would then be intrigued to try out the special services
of the private hire service company in the UK.
Justification of using poster
Print media serves a significant role in spreading information and it influences the public
opinion. It has a direct impact on the decision making ability of the consumers. Media hence
plays a great role as an advocacy tool. The eye-catching aspect in relation to the poster and its
element of strong visualization endears it to the audience (Pendal et al., 2015). They can help
in raising awareness and provides a basis of public discussion. Media also has a educating

4MARKETING AND COMMUNICATION STRATEGY OF ADDISON LEE
impact on the mind of the mind of the public. They help in making the issue visible and also
helps in raising money in relation to a cause.
Explanation of communications key message
The key message of Addison Lee poster is-Exclusive Business Class Cars At Your Service.
Addison Lee provides a trusted business class service for over 40 years. Addison Lee have
grown and endured valuable service in the field of providing business class service for more
than forty years (Rajalakshmi and Singh 2017). Taxis along with that of business cars can
account for much more and the clients can enjoy the extraordinary standards of the service.
The latest technology are made use of along with that of the traditional values related to
customer service to provide a never forgettable experience for the users of this unique brand.
The car service industry has been completely revolutionised with the help of their unique
services that makes use of innovative technology.
AIDA (Attention, Interest, Desire, Action) marketing theory in relation to Addison Lee
AIDA is one of the guiding principles in relation to marketing along with that of advertising
in the modern age. By the help of the communication campaign with the help of the poster,
the attention of the public will be captivated that will rouse desire in the public to try out the
service and thus take active steps (Sun, Li and Feng 2016). The message will be understood
by the public and the special features of the car service will be brought to light with the help
of the poster. The objective of Addison Lee to grab the attention of the audience with the help
of the visual appeal of the poster and the special message will add to the profit of the
company and prove to be of immense help in earning the loyalty of the people who are
interested to try out the services of Addison Lee.

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Collection of Feedback
A follow-up can be done with the clients by making use of a friendly e-mail that asks for the
feedback. Customers are also interested to give feedback in a private environment as
compared to that of an online review. Platform like that of White spark’s Reputation Builder
can be made use of in order to provide valuable insight into the experience of the customer
with the help of the Net Promoter Score (NPS). NPS provides an industry recognized
benchmark for laying down clearly the experience of the public (Youn, Chen and Dazzi
2017). The customers are asked whether they would like to recommend the company to that
of a friend or a relative. The customers can provide the response on a scale of 0-10. An
automated system should be put in place so that consistent feedback can be received. The
customers can also be called so that information can be gathered about the effectiveness of
the poster. It thus helps in building a bond with that of the customers.

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References:
Cha, Y., Kim, J., Park, B., Park, Y. and Kim, S.D., 2017. Development of an ICT Car Service
Applying a Human-Centered Design. KSII Transactions on Internet & Information
Systems, 11(6).
Kaiser, C., Stocker, A., Viscusi, G., Festl, A., Mörtl, P. and Glitzner, M., 2017. Quantified
Cars: An exploration of the position of ICT start-ups vs. car manufacturers towards digital car
services and sustainable business models. In 2nd International Conference on New Business
Models (NBM2017) (No. EPFL-TALK-229273).
Lee, C.Y., 2014. Car rental management system (CRMS).
Li, D. and Pang, Z., 2017. Dynamic booking control for car rental revenue management: A
decomposition approach. European Journal of Operational Research, 256(3), pp.850-867.
Pendall, R., Hayes, C., Dawkins, C., Jeon, J.S., Knaap, E., Blumenberg, E., Pierce, G. and
Smart, M., 2015. Driving to opportunities: Voucher users, cars, and movement to sustainable
neighborhoods. Cityscape, 17(2), p.57.
Rajalakshmi, G. and Singh, Y.J., 2017. An Android Application for Location based Car
Service Recommendation. Asian Journal of Applied Science and Technology (AJAST), 1(3),
pp.145-148.
Sun, X., Li, T. and Feng, Z., 2016, July. Connected and open platform-based approaches for
smart car service design. In International Conference on Cross-Cultural Design (pp. 584-
591). Springer International Publishing.

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Youn, C.H., Chen, M. and Dazzi, P., 2017. A Cloud Broker System for Connected Car
Services with an Integrated Simulation Framework. In Cloud Broker and Cloudlet for
Workflow Scheduling (pp. 105-134). Springer Singapore.