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The Promotional Mix Businesses such as the HSBC bank need to communicate with their customers for the following reasons: * to make the customer aware the product is for sale * to explain to the customer, what is the product * to make the customer aware of how the product will satisfy the needs of different customers * to encourage the customer to buy the product All of these points (shown above) are known as promotion (also called the 4Ps). Promotion is the most direct form of communication in the marketing mix. There are two special kinds of promotion: the 'above the line' promotion and the 'below the line' promotion. The 'above the line' promotion uses independent media, i.e. advertising, e-commerce, internet, and interactive media. The 'below the line' promotion uses no media, i.e. direct mail, merchandising, public relations (PR), sales promotion, packaging and branding. An organisation's total communication programme is called, 'the promotional mix' (also called the...

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