Mass marketing

Background

Mass marketing or undifferentiated marketing has its origins in the 1920s with the inception of mass radio use. This fed corporationsan opportunity to appeal to a wide variety of potential customers. Due to this, a variety of marketing had to be varied in order to persuade a wide audience with different needs into buying the same thing. It has been developed over the years into a multi-billion dollar industry. Although sagging in the Great Depression, it is still growing and expanding to the 40s and 50s. It’s 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 related to 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 the same product. Mass marketing creates the largest potential market, which leads to lower costs. It is also called overall marketing.

Over the years, marketing has become more common, and has become more widely used, such as television, radio and print advertising, and the use of multiple media. Huang (2009, as cited in Shyu et al., 2015), explains three chief attributes of 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 makes it easier to reach greater market reach. Mass marketing seeks to do. ^[3]

Persuasion in mass marketing

For Bennett & Strydom (2001), 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 wants and / or needs. Many mass marketing campaigns have been successful through persuading audiences using the central route to persuasion, as well as persuasion, according to the Elaboration Likelihood Model . Lane et al. This article is available online at http://www.youtube.com/watch?v=bbbbbbbbbbbbb. ^[4]Political campaigns are a prime example of central persuasion through mass marketing; where the content of the communication involves 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 behavior. John Watson was a leading psychologist in mass marketing with his experiments in advertising.

Shotgun approach

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

A potential limitation of using the shotgun approach is that they will be interpreted in their own way, whether this be the way the sender intends to be decoded, or not. In other words, the receiver’s “frame of reference” at the time of decoding enables them to perceive a particular message; thus, the marketer’s intention may become distorted. Dahlen, Lange, & Smith (2010) claim that each receiver has different “attitudes, values, and perceptions”, mass marketers should simply focus on grabbing the attention of consumers in “different, surprising, original and entertaining”. (Bigat, 2012).

Guerrilla marketing

Guerrilla marketing aims to cut through attracting attention in unique, memorable and imaginative ways to “maximizing interest in a firm’s goods and services while minimizing the costs of advertising.” (Bigat, 2012). According to Kotler (2007, cited in Bigat, 2012), this type of marketing is traditionally predominant. It is particularly effective at reaching a large-scale audience due to the captivating nature of the advertisement.

Bigat discusses the role of technology, more specifically, of the internet and its effectiveness of disseminating a broad message from the sender to receivers; To which he states that “Internet blogs, online magazines, newspapers along with cat and forum are crucial arenas for getting the message across.” Mass marketers should have a positive impact on their behavior by having a brand in a positive way, which, in turn, tends to be more important (both on and offline). ^[7]

Use and products sold

Mass marketing is used to make an attitude change as wide an audience as possible. This would take the form of selling a product like toothpaste . Toothpaste is not specifically designed for a consumer and it is sold in huge quantities. A company or individual who manufactures a toothpaste. The goal is to have the option to select a product that has been marketed. Mass marketing is the opposite of niche marketing , where a product is made for one person or a group of persons. Other products of mass marketing are furniture , artwork , automobilesresidential communities, fizzy drinks and personal computers . Typically, things which are perceived to be essential to mass marketing. Resources of mass marketing provide cost-effective marketing solutions for small and micro businesses, including start-ups. Even “products” like politicians and services from professions such as law , chiropractic and medicine , are subject to mass marketing.

Questions of quality

To further Top Increase profits, Mass Marketed products touted as ” durable goods ” are Often made of substandard material, so That They Deteriorate prematurely. This practice is called planned obsolescence . Not only does this production, but it ensures the availability of high-quality, long-lasting goods. The forces of a free market tend to preclude the sale of substandard staples, while disposability, technological innovations, and a culture of collectible all theories planned obsolescence .

Many mass marketed items are considered staples . These are items people are buying when they are old (or used). Cheaper versions of durable goods are often marketed with the understanding that they will be more expensive, but they are so cheap.

Benefits of mass marketing

Since the target audience is broad, the number of successful hits is high despite the low probability of a single person turning up, and if all the efforts in one particular area goes in vain, the eventual loss is less than narrowly focused area. Production costs are also relatively low, and marketing research / advertising costs are also relatively low, ^[8] which, as a whole, leads to higher potentials of sales volume and efficiency of scale. in a much larger market. ^[9]

Drawbacks of mass marketing

Bennett and Strydom (2001) suggest that mass marketing campaigns are less likely to be successful; as consumers have a range of specific tastes and they are more likely to find alternative products.

See also

• Demographic profile
• Market segmentation
• Niche market
• No Size Fits All: From Mass Marketing to Mass Handselling (book)
• Precision marketing
• psychographic
• Target market

References