Belinda owns and manages a bike store in Norwood called Belinda's Bikes. The 'Belinda's Bikes' store is well-known for its range of low-cost and easy to ride bikes, best suited for short city journeys. As competition increases in Adelaide, with larger stores such as 'Bike Society' and '99 Bikes' dominating the market, Belinda needs to further differentiate her store by promoting an exclusive range of high-end road bikes, suited for competitive and professional cyclists. Belinda has employed you as a marketing expert to help her with the promotion decisions.

Explain to Belinda the difference between Paid, Owned, and Earned Media. Why might Belinda use each of these as part of her promotional strategy? Second, explain the relationship between the product life cycle and the promotional mix. Finally, using the AIDA concept and Belinda's marketing objective of increasing awareness of her range of high-end road bikes, recommend and explain TWOpromotional mix elements that she could adopt.