Mass people as possible. In this lesson,

Mass marketing is the advertising or promotion of a product, good or service to a wide variety of audiences with the expectation of appealing to as many people as possible. In this lesson, you will learn what mass marketing is and its advantages.

What is Mass Marketing?

In order to know what mass marketing is, you must first understand the concept of marketing. Think about the last product you purchased. Now think about what influenced you to make that purchase. It’s likely that you saw a commercial or some sort of advertisement that sparked your desire to make that purchase. That is an example of marketing.

Now, think about the most popular product in the world. Where and how many times have you seen this company’s logo and/or product throughout the week? It is likely that you have seen it on a commercial, billboard, a sticker on a friend’s car, or at the stadium of your favorite sports team. Odds are you have seen this company’s logo or its product so many times that you can’t keep count. This is an example of mass marketing. Mass marketing is the advertising or promotion of a product, good or service to a wide variety of audiences with the expectation of appealing to as many as possible.

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Why is Mass Marketing Important?

The ability to generate customers is what makes a company successful. Generally, the more customers a company has, the more successful it will be. People have to know that your product exists; if nobody knows your product exists, then no one will purchase your product or service. This will prevent you from being able to sustain a successful business.Ask yourself, what does a company do to make sure its product is recognized by as many people as possible? You got it – mass marketing. Typically, every company has a marketing strategy, and the more people that know about its product the better.For example, there are two clothing companies who have decided to launch their clothing line.

We shall name them Clothing Company A and Clothing Company B. Clothing Company A has developed a creative and eye-catching marketing plan to advertise its clothing line to a sorority at a college campus by hanging up posters near dorm rooms of that particular sorority to advertise its product.The competitor, Clothing Company B, has also developed a creative and eye-catching marketing plan. While creating its plan, it decided to market its clothing line at the same college campus by placing posters all over campus, putting flyers on cars and placing an advertisement in the school newspaper. Instead of appealing only to the sororities on campus, its plan is to launch a mass marketing campaign to appeal to every student on campus, regardless of affiliation.Clothing Company B has displayed an example of mass marketing by advertising its product to every student on campus, as opposed to Clothing Company A, who just wanted to appeal to a particular sorority.

Clothing Company B increased its sales potential through reaching a greater audience.

The Benefit of Mass Marketing

Although there are many forms of marketing, mass marketing can be very beneficial when applied correctly. The benefit is that it gives your product the ability to appeal to a larger audience as opposed to other forms of marketing, such as target marketing. Target marketing means to advertise a product towards a certain segment of an audience.For example, in the scenario we just discussed, Clothing Company B will be popular and have a larger audience much faster than Clothing Company A.

Why? Because Clothing Company B applied the principles of mass marketing by advertising its product to all the students on campus and putting its product in front of everyone at the college as opposed to Clothing Company A, who took a target marketing approach by only advertising its product to a certain sorority on campus.

Lesson Summary

When running a business, the more people that know about your product, the more customers you will have. One of the best ways to accomplish this is by mass marketing. Mass marketing is the advertising or promotion of a product, good or service to a wide variety of audiences with the expectation of appealing to as many as possible.

Although there are many forms of marketing, mass marketing gives you the ability to appeal to a larger audience and is very efficient at making your brand more recognizable by more people. This type of marketing is different from target marketing, which means to advertise a product towards a certain segment of an audience.

Learning Outcomes

After watching this lesson, you should be able to:

  • Explain the practice of mass marketing
  • Describe the advantages of mass marketing over target marketing when applied correctly
  • Examine the importance of mass marketing when it comes to promoting and advertising a product or service
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