The key difference in bank promotional mix and other companies’ promotional mix is the aspect of tangibility. Banks have to promote the product which is intangible, they cannot make the customers touch or feel the product like other products do. They have to make their products touchy by insuring safety of their assets and money which they want to hold in the bank. The elements of promotional mix of banks and other companies are the same i.e branding, advertising, public relations, sponsorship etc but the usage and implementation of those elements differ. The themes of advertisement, branding, strategies for acquiring and retaining customers differ a lot from the other companies.
