10 Facts About Mass marketing

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, 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.

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.

Mass marketing creates the largest potential market, which leads to lowered costs.

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.

An example of shotgun Mass marketing would be to simply place an ad on primetime television, without focusing on any specific group of audience.

Guerrilla Mass marketing aims to cut through clutter by attracting attention in unique, memorable and imaginative ways to “maximise interest in a firm's goods and services while minimizing the costs of advertising.

Mass marketing is used to effect attitude change to as wide an audience as possible.

Mass marketing is the opposite of niche marketing, where a product is made specially for one person or a group of persons.

Resources of mass marketing provide cost-effective marketing solutions for small and micro businesses, including start-ups.