Given the larger budget and target demographic, the company should focus on a mix of premium and targeted advertising methods to build brand awareness and drive sales. Here's a recommended strategy:

• Digital Advertising (Premium Platforms): Advertising on platforms like Instagram, Pinterest, and health/wellness websites. Justification: These platforms attract a highly engaged audience interested in health, wellness, and beauty. Premium ad placements offer greater visibility.
• Influencer Marketing (High-Profile & Relevant): Collaborating with well-known beauty and wellness influencers who align with the brand's values. Justification: Influencer endorsements can significantly impact consumer purchasing decisions. Focus on influencers with a strong, engaged following within the target demographic.
• Print Advertising (Luxury Magazines): Advertisements in high-end lifestyle and health magazines (e.g., Vogue, Elle, health-focused publications). Justification: This reaches a highly targeted and affluent audience. The visual quality of print ads is ideal for showcasing premium products.
• Search Engine Marketing (SEM): Targeting specific keywords related to organic skincare, anti-aging, and natural beauty. Justification: Captures users actively searching for these products.
• Content Marketing (High-Quality & Informative): Creating informative blog posts, videos, and guides on topics related to skincare, health, and wellness. Justification: Establishes the brand as an authority and builds trust with potential customers.
• Public Relations (PR): Securing features in relevant publications and online media outlets. Justification: Generates positive brand exposure and credibility.

Justification for the mix: This combination of methods ensures both broad reach and targeted engagement with the affluent target market. The premium advertising channels and influencer collaborations build brand awareness and credibility, while the targeted digital advertising and content marketing drive sales. The PR efforts further enhance brand reputation.

Businesses promote employees for a variety of reasons, often benefiting both the individual and the organisation. Three key reasons are:

• Motivation and Employee Retention: Promotion acts as a powerful motivator. It demonstrates that hard work and dedication are recognised and rewarded, boosting morale and increasing job satisfaction. This, in turn, reduces staff turnover, saving the business on recruitment and training costs.
• Skill Development and Organisational Growth: Promotion provides employees with opportunities to develop new skills and take on greater responsibility. This can lead to a more skilled and capable workforce, better equipped to handle increased workloads and contribute to the business's growth. Promotions often fill leadership roles, fostering future leaders within the organisation.
• Improved Productivity and Performance: Employees who feel valued and see a clear path for career progression are more likely to be motivated and productive. Knowing they have the potential to advance encourages them to strive for higher performance levels. A promoted employee is often more invested in the success of the business.

In summary, promotion is a strategic investment in human capital that yields significant returns for the business.

The bookstore should adopt a multi-faceted approach, combining local and online advertising methods to reach their target market. Here's a recommended strategy:

• Local Print Advertising: Ads in local newspapers, community magazines, and event programs. Justification: This directly reaches the local community and is cost-effective compared to regional or national advertising.
• Local Radio Advertising: Short, targeted ads on local radio stations, especially during commute times. Justification: Radio is still popular with local audiences and can be a relatively inexpensive way to reach a wide audience within the community.
• Social Media Marketing (Facebook & Instagram): Targeted ads on Facebook and Instagram based on location, interests (books, reading, local events), and demographics. Justification: This allows for precise targeting of local residents and can promote events, new arrivals, and special offers.
• Email Marketing: Building an email list and sending newsletters with book recommendations, event announcements, and exclusive discounts. Justification: This allows for direct communication with interested customers and fosters loyalty.
• Community Events & Partnerships: Sponsoring local events (bookfairs, festivals) and partnering with other local businesses (cafes, schools) for cross-promotional activities. Justification: This increases visibility and builds relationships within the community.

Justification for the mix: Combining local and online methods ensures both reach and targeted engagement. Local methods connect with the community directly, while online methods allow for more precise targeting and measurable results.