Marketing and Communications Analysis: Addison Lee's Promotional Mix

This report provides a comprehensive analysis of Addison Lee's marketing and communication strategies, focusing on the promotional mix, target audience, and advertising channels. The report begins with an explanation of the promotional mix theory and its application in Addison Lee's marketing plan. It then discusses the selection of poster advertising as a key channel, highlighting its advantages in reaching the target audience. The report identifies the target audience as young, tech-savvy individuals and outlines the desired response. The key message conveyed through posters, including discounts, promo codes, and new car categories, is explained. The AIDA model (Attention, Interest, Desire, Action) is used to illustrate how the promotion aims to influence customer behavior. Finally, the report describes how customer feedback will be collected. The report concludes by summarizing the key findings, emphasizing Addison Lee's focus on attracting the young generation and increasing market share through effective promotional strategies.

Running head: MARKETING AND COMMUNICATIONS
Marketing and Communications
Course Brief 2
Student’s name:
The name of the university:
Author’s note:

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Table of Contents
Part Two...........................................................................................................................................2
Introduction......................................................................................................................................2
1. An explanation of the Promotional Mix theory...........................................................................2
2. A discussion of how the promotional mix theory was used to decide selection.........................2
3. A description of the target audience and the response sought.....................................................3
4. An outline of the chosen channel and justification......................................................................3
5. An explanation of the communications key message..................................................................3
6. Use of AIDA (Attention, Interest, Desire, Action) marketing theory to explain how the
promotion.........................................................................................................................................4
7. An explanation of how feedback will be collected......................................................................5
Conclusion.......................................................................................................................................5
Reference List..................................................................................................................................6

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Part Two
Introduction
In this study, marketing and communication aspect of Addison Lee has been explained.
Addison Lee is a personal cab service providers and aim of the study is to promote the service of
Addison Lee taking help o poster. In the first section, promotional mix theory has been discussed
with explaining the target market of Addison Lee. The channel of promotion has been chosen as
a poster and the key message has been delineated. Advertisement model AIDA has also been
discussed in this study.
1. An explanation of the Promotional Mix theory
The marketing plan of an organisation is mainly focused on the target market and in order
to allure the target market, the promotional mix is used. The promotional mix contained public
relations, advertising, personal selling and sales promotion. Organisation uses communication
tools in order to attract the target customers and organisation tries to increase profits through the
promotional mix (Oladepo and Abimbola 2015). Promotional communication programmes are
designed by the organisation in order to reach maximum numbers of customers and generate a
lead.
2. A discussion of how the promotional mix theory was used to decide selection
The advertisement is the most popular element of promotional mix and Addison Lee
could use poster advertisement as it can allow the customers to reach a large number of people.
Addison Lee can have the benefits from poster advertising as the size of poster provides extra

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special benefits and it is hard to ignore for the customers. Design selection is important for poster
and expense was less on the poster. Addison Lee decided to target young consumers and poster's
textual and graphic designs can attract them.
3. A description of the target audience and the response sought
The target audiences of Addison Lee were mostly young generation aged between 16-25
years. The young generation is mostly tech-savvy and they are status seekers. Addison Lee needs
to motivate the young generation through advertisements in order to make them passengers. The
poster can be useful medium as it is eye-catching and it sells the content in a short way. Addison
Lee wants highest responses from posters and it may result to increase in market share. Posters
are informative and young generation and other people can get to know about discounts and
advantages.
4. An outline of the chosen channel and justification
The chosen channel of advertising in print media as Addison Lee has selected to advertise
on the poster. However, traditional marketing will be patched up with online mode. The posters
will be printed and will be handed to the customers and some of the posters will be advertised
through online. The poster will be a useful channel for Addison Lee and poster speaks itself and
it has the possibility to reach broader audiences also. Poster and print media can be useful as it
can be cost-effective and young generation can observe these (Strauss 2016).
5. An explanation of the communications key message
Through poster, Addison Lee will communicate to the young customers. The key
message will be:

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Addison Lee is going to give extra discounts on Promo Code and referral benefits on each ride.
Passengers can get additional benefits on the first ride. Addison Lee is going to start quality
based rides that would vary prices. Addison Lee introduces Mini, Micro, Prime and Large cab
for the passengers.
6. Use of AIDA (Attention, Interest, Desire, Action) marketing theory to explain how the
promotion
Awareness: Addison Lee is going to aware the passengers about discounts on the first
ride and it will be giving additional benefits to referral bonus and Promo Code. The brand
awareness campaign will be done through posters and posters will also be displayed on social
media.
Interests: The content and graphics of posters will gain interest to the customers and the
information that it provides will attract the passengers.
Desire: The services of free discounts, promo code and customer satisfaction strategies
of Addison Lee would create a desire to the customers. The contents would bring a desire to the
young generation as they can emotionally connect with the services (Manning et al. 2017).
Action: Addison Lee likes to call actions from the passengers and the actions will bring
market share in the industry. The marketing channel will be both social media and traditional
media to attract maximum customers. The actions will be seen on the website and mobile app of
the organisation.

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7. An explanation of how feedback will be collected
Customers' feedbacks are important for an organisation as it would help the organisation
to know if it is going in the right direction. Addison Lee can ask for the customers' feedbacks on
app or website. They can prepare a set of questionnaire and upload this on the website page. The
customers can answer the MCQ questions and provide their feedback on it.
Conclusion
It has been observed that target market of Addison Lee is the young generation who love
status symbol. Addison Lee wants to take the chance as Uber is banned in London. The cab
service can flourish in this situation. Through AIDA model, Addison Lee wants to create
attention and desire among the users of the cab and take chance to increase the market share.
Through poster, it offers discounts for the passengers and increases the customer base.

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Reference List
Blythe J., 2013 Principles & Practices of Marketing. London: Sage.
Cornwell, T.B., 2014. Sponsorship in marketing: Effective communication through sports, arts
and events. Abingdon: Routledge.
Manning, G.L., Ahearne, M. and Reece, B.L., 2017. Selling Today: Partnering to create value.
Sydney: Pearson.
Oladepo, O.I. and Abimbola, O.S., 2015. The influence of brand image and promotional mix on
consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British
Journal of Marketing Studies, 3(4), pp.97-109.
Strauss, J., 2016. E-marketing. Abingdon: Routledge.

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London’s Premier Private Hire Addison Lee offers flat 30%
discounts on each ride for business and personal needs
Addison Lee introduces:
1. Promo Code share benefits
2. Referral share
3. Additional benefits of first rides
Addison Lee starts new car categories:
 Mini, Micro
 Large, Prime
Addison Lee introduces the car services on a
Rental basis.
Young professionals and students can take this
offer.
Addison Lee offers
 Best Cars, 24*7 services
 Professional Drivers, Outstation
services
 Promotional discounts, app booking
 Safety modes, alarm