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    Mass marketing

    Mass marketing

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    Mass marketing is a marketing strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy,[1] which supports the idea of broadcasting a message that will reach the largest number of people possible. Traditionally, mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience possible, exposure to the product is maximized, and in theory this would directly correlate with a larger number of sales or buys into the product.

    Mass marketing is the opposite of niche marketing, as it focuses on high sales and low prices and aims to provide products and services that will appeal to the whole market. Niche marketing targets a very specific segment of market; for example, specialized services or goods with few or no competitors.[2]


    1 Background 2 Persuasion 3 Strategies

    3.1 Shotgun approach

    3.2 Guerrilla marketing

    4 Use and products sold

    5 Questions of quality

    6 Benefits 7 Drawbacks

    8 Psychological impact

    9 See also 10 Further reading 11 References


    Mass marketing or undifferentiated marketing has its origins in the 1920s with the inception of mass radio use. This gave corporations an opportunity to appeal to a wide variety of potential customers. Due to this, variety marketing had to be changed in order to persuade a wide audience with different needs into buying the same thing. It has developed over the years into a worldwide multibillion-dollar industry. Although sagging in the Great Depression it regained popularity and continued to expand through the 40s and 50s. It slowed during the anti-capitalist movements of the 60's and 70's before coming back stronger than before in the 80's, 90's and today. These trends are due to corresponding upswings in mass media, the parent of mass marketing. For most of the twentieth century, major consumer-products companies held fast to mass marketing- mass-producing, mass distributing and mass promoting about the same product in about the same way to all consumers. Mass marketing creates the largest potential market, which leads to lowered costs. It is also called overall marketing.

    Over the years marketing activities have notably transitioned from traditional forms, such as television, radio and print advertisements to a more digitalized forms, such as the utilisation of online media platforms to reach various consumers. Huang (2009, as cited in Shyu et al., 2015), explains three chief attributes digital marketing has enhanced; one being “Penetrating Power” which is to have the ability to reach a wider circle of customers in the market, accredited to the ease of online communication. Digital marketing allows for a marketer to reach a larger-scale audience in a more efficient and cost-effective manner, which is ultimately what Mass Marketing seeks to do.[3]


    For a mass marketing campaign to be successful, the advertisement must appeal to a “set of product needs that are common to most consumers in a target market.” (Bennett & Strydom, 2001) In this case it is unnecessary to segment consumers into separate niches as, in theory, the product should appeal to any customer's wants and/or needs. Many mass marketing campaigns have been successful through persuading audiences using the central route to persuasion, as well as using the peripheral route to persuasion, according to the Elaboration Likelihood Model. Lane et al. state that the different types of persuasion depend on the “involvement, issue-relevant thinking, or elaboration that a person dedicates to a persuasive message.” (2013).[4] Political campaigns are a prime example of central persuasion through mass marketing; where the content of the communication involves a detailed level of thinking which seeks to achieve a cognitive response. Contrastingly, a toothpaste advertisement would typically persuade the audience peripherally; where there is low involvement and consumers rely on “heuristics” to alter their behaviour. John Watson was a leading psychologist in mass marketing with his experiments in advertising.


    Shotgun approach[edit]

    The shotgun theory is an approach of mass marketing. It involves reaching as many people as possible through television, cable and radio. On the Web, it refers to a lot of advertising done through banners to text ads in as many websites as possible, in order to get enough eyeballs that will hopefully turn into sales. An example of shotgun marketing would be to simply place an ad on primetime television, without focusing on any specific group of audience.[5] A shotgun approach increases the odds of hitting a target when it is more difficult to focus on one.[6]

    A potential limitation of using the shotgun approach is that each receiver will interpret the message in their own way, whether this be the way the sender intends for it to be decoded, or not. In other words, the receiver's “frame of reference” at the time of decoding enables them to perceive a brand message in a particular way; thus, the marketer's intention may become distorted. Dahlen, Lange, & Smith (2010) claim that each receiver has different “attitudes, values and perceptions stemming from knowledge, experience or the influence of other people.” In situations where there is no specific target market, mass marketers should simply focus on grabbing the attention of consumers in “different, surprising, original and entertaining” ways in order to generate the most desirable feedback. (Bigat, 2012).

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    True or False: A marketer may segment a market in terms of the benefits that customers expect to receive from a particular product.

    Answer to: True or False: A marketer may segment a market in terms of the benefits that customers expect to receive from a particular product. By...

    Market segmentation

    True or False: A marketer may segment a market in terms of the benefits that customers expect to...

    True or False: A marketer may segment a market in terms of the benefits that customers expect to... Question:

    True or False: A marketer may segment a market in terms of the benefits that customers expect to receive from a particular product.

    Market Segmentation

    Marketers often use segmentation to target specific products to specific areas of need or demand.

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    True. Marketing segmentation includes targeting a specific customer group based on benefits they would receive to optimize sales of a defined product...

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    Learn more about this topic:

    Market Segmentation: Why Market Segments Are Important to Marketers


    Chapter 7 / Lesson 1


    Market segmentation is an important part of any company's marketing plan to successfully reach their ideal customer. Learn why market segments are important to marketers and how to develop a good market segmentation plan.

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    Targeting a Market Flashcards

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    Targeting a Market

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    It ignores differences among customers

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    Which of the following statements about mass marketing is true?

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    Terms in this set (25)

    It ignores differences among customers

    Which of the following statements about mass marketing is true?

    Competitive analysis

    A tool used to compare the strengths and weaknesses of a product or company with other, similar products or companies is a?

    They can be very profitable

    Which of the following statements about niche markets is true?

    Geographic segmentation

    The type of market segmentation that considers how far customers will travel to conduct business is?

    People interested in solar-powered solutions

    Psychographic segmentation is most likely to be used to identify which of the following groups pf people?

    Company B is using nonprice competition

    Company A and Company B both sell sports equipment. Company A offers lower prices, but Company B offers excellent customer service. Which of the following statements about Company A and Company B is true?

    Market Analysis

    The process of gathering information on the market in which company intends tp compete is ??

    Social factors

    Which of the following factors is NOT part of a SWOT analysis ?

    Product positioning

    A company's attempt to influence customer perception of its product in relation to the competition is known as ??

    Market share

    The percentage of total sales that one business has in a specific market is its?

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