Mass Marketing

Mass marketing is a market strategy in which a company decides to ignore differences in market segments and appeal to the entire market with an offer or strategy. The idea is to transmit a message that reaches as many people as possible. Traditionally, mass marketing has focused on radio, television and newspapers as the means used to reach this broad audience. By reaching the widest possible audience, product exposure is maximized. In theory, this correlates directly with a greater number of sales or purchases in the product.

Mass marketing is the opposite of Niche marketing as it focuses on high sales and low prices. Its objective is to provide products and services that will be of interest to the entire market. Niche marketing is aimed at a very specific segment of the market, for example, with specialized services or goods with few or no competitors.


Massive marketing or undifferentiated marketing has its origins in the 1920s with the massive use of radio. This gave companies an opportunity to attract a wide variety of potential customers. Because of this, the marketing variety had to be changed in order to persuade a wider audience with different needs to buy the same thing. It has developed over the years in a multi-billion dollar global industry. Although the flaccidity in the Great Depression gained popularity and continued to expand through the 40s and 50s. It slowed down during the anti-capitalist movements of the 60s and 70s before becoming stronger than before, in the 1980s, of 90 and currently. These trends are due to increases in the media. During most of the 20th century, the main consumer products companies remained firm to mass production, mass distribution, mass marketing, and promotion of the same product in approximately the same manner to all consumers. Mass marketing creates the largest potential market, leading to lower costs. It is also called global marketing.

Focus Shotgun

Shotgun theory is a mass marketing approach. It's about reaching as many people as possible through television, cable and radio. On the web, refers to a large number of ads made through banners for text ads are on as many websites as possible, in order to get enough of the eyes that are expected to turn into sales. An example of shotgun marketing would be simply to put an ad on prime-time television, without focusing on a specific audience group. A shotgun approach increases the chances of hitting a target, when it is harder to focus.


All things to all people

It is the technique of trying to spread our marketing message to everyone willing to listen. A truck loaded with general advertising is made for mass marketing, with the hope that the audience will see it and thus reach the goal. It allows us to reach a wide range of services to accept any job that comes our way; and ultimately, we become an "apprentice of everything and master of nothing".

Use and sale of products

Mass marketing is used to effect the change of attitude of as broad a public as possible. Often, this would take the form of selling a product like toothpaste. The toothpaste is not made especially for a consumer and is sold in large quantities. A company or individual that makes toothpaste wants to get more people to buy their particular brand over another. The goal is that when a consumer has the option to select a tube of toothpaste, it can remember the product that is marketed. Mass marketing is the opposite of niche marketing, where a product is made especially for one person or a group of people. Other mass marketing products are furniture, works of art, automobiles, residential communities, soft drinks and personal computers. Usually the things that are perceived as necessary / essential for the consumer are subject to total commercialization. The resources of mass marketing provide profitable marketing solutions for micro and small businesses, including the creation of companies.

Even "products" such as politicians and professional services such as law, chiropractic and medicine are subject to mass marketing.

About quality

To further increase profits, mass marketing products that are touted as " durable goods " are usually made of inferior quality material, so they deteriorate prematurely. This practice is called planned obsolescence. This not only reduces production costs, but ensures future sales opportunities by preventing the market from becoming saturated with high quality and long-lasting products. Free market forces tend to impede the sale of substandard foodstuffs, while discarding technological innovations and a culture of planned obsolescence.

Many of the articles sold in mass are considered of first necessity. These are items that people are used to buying again when their old items are spent (or sold out). Cheaper versions of durable goods are often marketed as staples on the understanding that they will carry out before the more expensive goods, but they are so cheap that the cost of regular replacement is easily affordable.

John Watson was a leading psychologist in mass marketing with his experiments in advertising.

Benefits of mass marketing

  • Wide audience – Since the target audience is very broad, the number of successful hits is high despite the low probability of a single person turning up.
  • Less risk – If all the efforts of a particular area are in vain, the loss is less compared to a loss in the narrow-eye zone.
  • The production costs per unit are low because of having a homogeneous production product race.
  • The costs of marketing research and advertising expenses are relatively low.
  • The highest potentials of sales volume and scale efficiency in a market are much greater.
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