Addison Lee: Marketing and Communications Report, MCOM4040 Analysis

This report analyzes the marketing and communication strategies employed by Addison Lee car service. It examines the application of the promotional mix theory, including advertising, personal selling, sales promotion, and public relations, to promote new services. The report identifies the target audience as younger demographics (16-25 years old) and outlines the chosen digital marketing channels, particularly focusing on SEO and social media. Key communication messages are discussed, highlighting their importance in branding and marketing. The report also applies the AIDA marketing theory (attention, interest, desire, action) to explain how Addison Lee attracts and engages customers. Finally, the report explores various methods for gathering customer feedback, such as email, contact forms, and feedback boxes, to improve services and customer satisfaction. The report is based on academic sources, and the provided references support the analysis and conclusions.

Marketing and communications

1)Promotional Mix theory
To improve the business growth Addison Lee car service decided to launch new car service.
So to attract the customers from the new service, mentioned company trying to follow the
promotion mix theory in their business structure(Charts, 2016). Promotional theory includes
all marketing promotion activities, advertising, sales promotion and public relation. This
theory helps marketer to promote the new product all over the world. Promotional mix theory
includes following factors
 Advertising: this process includes promotion of ideas, goods and services. Marketer
can use different ways to advertise their product such as television, radio, direct mail,
mobile apps etc.
 Personal selling: this process of promotional mix theory include sales presentations,
sales meetings, sales trainings etc.
 Sales promotional: this process is used to increase customer demand, stimulate market
demand etc. apart from this sales promotion is also used to improve product
availability.
 Public relation: this process includes free publicity.
2)Roel of promotional mix theory in addison lee
Addison Lee car service following promotional mix theory to promote their new product and
services Organisation makes effective plan for establish theory in their business structure.
Mentioned corporation will promote their new product and car services on social media such
as Facebook, twitter etc(Smith and Zook, 2016). Apart from this they will also use TV
advertisement, radio, FM etc. for promote their product.
3)Target audience
To grow the Addison Lee car service business targeting a younger demographic of 16 – 25-
year old. Mentioned organisation decided to launch a new product according to the need and
desire of young generation. Addison lee trying to attract young people to increase the
business growth in effective manner(Armstrong and et.al.,2015). They are attracting college
students more by their new services and product. Mentioned organisation focuses on the
customer satisfaction level because customer's satisfaction is the success key of any business.
So to satisfy the customers cited corporation providing the new product according to
customers desire and interest.

4)An outline of the chosen channel
Addison lee using digital marketing to promote their new services. Cited firm focused on
SEO process to promote the business all over the world. SEO is the process of optimizing the
content and website so that pages appear at the top of a search engine.
This process helps Addison lee to attract the customers. SEO improves the productivity and
benefits of business(Babiuk and et.al., 2015). Apart from this cited firm using social media
for advertising of its business. Social media such as Facebook, twitter and Instagram are
plays huger role to attract the customers towards the corporation.
5)Communication key message
Key messages plays huge role in the success of administration. It includes main points of
information that Addison lee want their audience to hear, understand and remember. Key
messages are important because they work as the foundation of firm's branding and
marketing efforts(Guide, 2016). Key messages are useful because they can be controlled
always whereas communication can not be always controlled. Key messages are useful in
cited business because it helps the organisation in following ways
 key message define the important information
 it ensures the stability, continuity, and accuracy in business environment
 helps the administration to get success and to achieve the target
 stay focused and controlled when speaking wit the media and stakeholders
6)AIDA marketing theory
AIDA marketing theory explain how an advertisement or marketing communication message
act and affect user in brand choice. This theory includes various factors such as attention,
interest, desire and action. This theory helps Addison lee to achieve the target. As the world
of advertising becomes more and more competitive.
Attention: Addison lee will attract their customers and client from providing the best pictures
and image(Dichter, 2014). Customer attention is very important for the growth of business.
To attract the customer mentioned company will promote their products on social media and
websites with the different and attractive pictures.
Interest: the next step for organisation is to maintain the customer's interest in product or
service to grow the business.
So to maintain the business growth, cited organisation must follow the AIDS marketing
theory. Cited firm can attract the customers by different style of advertising apart from this

cited organisation must maintain the product quality to gain the customer's satisafction and
interest.
7)Ways to get feedback
Feedback helps Addison lee to maintain communication with customers and others. Both
positive and negative feedback is useful for any corporation. Feedback is important
information that will be used to make effective plans and decision(Kim and Kumar, 2017. ).
Following are the best way to collect feedback from customers
 Email and customer contact form: to bring some important changes in Addison lee,
feedback process have to follow by the manager.
Email is one of the best and valuable ways to gather customer feedback.
 Feedback boxes: to get the feedback it is very common and useful way. Cited firm can
use feedback box to collect the information about the customer desire and needs.
REFERENCES
Books and journals
Charts, O., 2016. Marketing and Communications.
Smith, P.R. and Zook, Z., 2016. Marketing communications: offline and online integration,
engagement and analytics. Kogan Page.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Babiuk, C., Braun, S.L., Cooper, J.E., Campbell, W., D'Angelo, M., Fleming, A.F., LaVigne,
M.H., Lemon, D., MacKenzie, A.G., McVean, S. and Pitts, C., 2015. Fundamentals of
Public Relations and Marketing Communications in Canada. University of Alberta.
Guide, R., 2016. 1.117,". Tornado Design Classification.
Dichter, H.L., 2014. Interview with Amanda Bird, Marketing and Communications Director,
USA Bobsled & Skeleton Federation. International Journal of Sport
Communication.7(1).pp.48-51.

Kim, K.H. and Kumar, V., 2017. The Relative Influence of Economic and Relational Direct
Marketing Communications on Buying Behavior in B2B Markets. Journal of
Marketing Research.

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