Redefining the nature and format of the marketing communications mix

The promotional mix has been used for many years by a vast number of teachers and authors in order to help explain the promotional activities undertaken by organisations. Considered to be one the 4Ps of the marketing mix, promotion has remained a central element in the way this part of the marketing syllabus is taught. Drawing on the literature and developments in professional practise, this paper explores developments in marketing theory, examines some of the changes in the ways audiences and organisations communicate and considers the impact these have had on the promotional mix. In order to assess these changes two underpinning concepts, relational theory and the resource based view of the firm, are utilised. The paper argues that the promotional mix is no longer a viable interpretation and teaching tool. A new marketing communications mix, MCM², based on two key elements, is presented. The first considers message content and refers primarily to the presentation of the message. The second concerns the media mix, one that incorporates a revised classification of direct and indirect media. It is argued that the new mix is a more accurate reflection of contemporary practise, and more suitable for teaching and educational purposes.