Mass marketing
This article needs additional citations for verification. (August 2023) |
Marketing |
---|
Mass marketing is a
Mass marketing is the opposite of
Background
Mass marketing or undifferentiated marketing has its origins in the 1920s with the inception of mass
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]
Persuasion
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
Strategies
Shotgun approach
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] [7] 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).
Guerrilla marketing
Guerrilla 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.” (Bigat, 2012). According to Kotler (2007, as cited in Bigat, 2012) this type of marketing was traditionally carried out by small to medium-sized enterprises but has become more predominant in today's society where competition is substantially thicker. It is particularly effective at reaching a large-scale audience due to the captivating nature of the advertisement.[citation needed]
Bigat discusses the role of technology, more specifically, of the internet and its effectiveness of disseminating a large message from the sender to receivers; to which he states that “Internet blogs, online magazines, newspapers along with chat and forum pages are crucial arenas for getting the message across.” Logically, this is due to the fact that digitalised media generates more efficient feedback from consumers. Mass marketers should aim to effect the behaviour of their consumers by having them engage with the brand in a positive way, which, in turn tends to more activity (both on and offline) as well as further market penetration.[8]
Use and products sold
Mass marketing is used to effect attitude change to as wide an audience as possible. Often this would take the form of selling a product like
]Questions of quality
To further increase profits, mass marketed products touted as "
Many mass marketed items are considered staples. These are items people are accustomed to buying new when their old ones wear out (or are used up). Cheaper versions of durable goods are often marketed as staples with the understanding that they will wear out sooner than more expensive goods, but they are so cheap that the cost of regular replacement is easily affordable.[citation needed]
Benefits
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 compared to one in a narrowly focused area. Production costs per unit are low on account of having one production run for homogeneous product, and marketing research/advertising costs are also relatively low as well,[9] which, as a whole, leads to higher potentials of sales volume and efficiency of scale in a much larger market.[10]
Drawbacks
Due to increased competition and the complexity of consumers’ wants and needs in today's society, Bennett and Strydom (2001) suggest that mass marketing campaigns are less likely to be successful; as consumers have a range of specific tastes and requirements that they would more likely find in alternative products.[citation needed]
Psychological impact
Mass marketing has been criticized for the psychological impact on viewers, as critics believe that it makes the reader more vulnerable to issues such as eating disorders. In a 2006 article by Sharlene Hesse-Biber et al. for the Women's Studies International Forum, they state that the "food, diet, and fitness industries, aided by the media, espouse the message that independence for women in general, means self-improvement, self-control, and that it is the women's responsibility to achieve the ultra-slender body ideal”.[11][12]
Critics also note that marketers have people fill out surveys with specific questions that allow them to have the information they need to best target and persuade their potential customers, which can manipulate them into believing that they need or want the product being marketed.[13][14][non-primary source needed] Historically, mass marketing has been used to popularize products such as mouthwash and cigarettes via advertisements and slogans, in order to reach markets that may have previously not assumed that the product was necessary for their daily lives.[15]
See also
- Demographic profile
- Market segmentation
- Marketing strategy
- Mass market
- Niche market
- No Size Fits All: From Mass Marketing to Mass Handselling(book)
- Precision marketing
- Psychographic
- Rifle approach
- Target market
Further reading
- Rosenberg, Anat (2022). The Rise of Mass Advertising: Law, Enchantment, and the Cultural Boundaries of British Modernity. Oxford University Press.
References
- ^ "Mass Marketing". 2012. Retrieved 2 May 2012.
Business Dictionary
- ^ “Niche Market.” Business: The ultimate resource. (2002). Cambridge, Mass: Perseus Publications:1294.
- ^ Shyu, M., Chiang, W., Chien, W., & Wang, S. (2015). Key success factors in Digital Marketing in Service Industry and the Development Strategies: A case study on Fleur De Chine at Sun Moon Lake. International Journal of Organizational Innovation, 8(1), 172-185.
- ^ Lane, R., Miller, A. N., Brown, C., & Vilar, N. (2013). An Examination of the Narrative Persuasion with Epilogue through the lens of the Elaboration Likelihood Model. Communication Quarterly, 61(4), 431-445. doi: 10.1080/01463373.2013.799510
- ^ "shotgun marketing |".
Undifferentiated audience
- ISBN 978-0324656206.
- ^ John, Peter. "Marketing". Retrieved 6 November 2021.
- ^ Bigat, E. C. (2012). Guerrilla Advertisement and Marketing. Procedia - Social and Behavioral Sciences, 51(1), 1022-1029. doi: 10.1016/j.sbspro.2012.08.281
- ISBN 0702156361.
- ISBN 0538446641.
- ISSN 0277-5395.
- ^ Lawrence, Harold. "Digital Marketing Company Pakistan". Retrieved 18 May 2023.
- S2CID 145722776.
- JSTOR 2489700.
- ^ "This Is Your Brain On Ads: How Mass Marketing Affects Our Minds". NPR.org. Retrieved 2020-02-19.