HSBC Marketing Communications Mix

HSBC Marketing Communications Mix



HSBC Marketing Communications Mix

Introduction

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. In this paper we analyzed the marketing mix of HSBC.

Analysis

An organisation's total communication programme is called, 'the promotional mix' (also called the marketing communication mix). The promotional mix enables businesses to reach both their marketing and ...