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Management Essay

1122 words - 5 pages

Mass Marketing
* History
* Definition
* Explanation
* Examples
* Ways of Mass Marketing
* Approach
* Shotgun Approach
* Strategies
* Characterstics of Mass Marketing
* Advantages of Mass Marketing
* Disadvantages of Mass Marketing
* References

HISTORY
Mass marketing or undifferentiated marketing has its origins in the 1920s with the inception of mass radio use. This gave corporations an opportunity to appeal to a wide variety of potential customers. Due to this, variety marketing had to be changed in order to persuade a wide audience with different needs into buying the same thing. It has developed over the ...view middle of the document...

. However these mass markets can be further diversified into smaller segments. Products which target a mass market generally vary their promotion strategies according to the market.
Examples
* Coke
* Pepsi
* General Motors (An automobile for all ages)
* Mobile Phones (Samsung, Nokia, Q mobile)
* Telecommunication Companies( Mobilink, U-fone, Zong, Warid)
Ways of Mass Marketing
Television:
Television commercials are an example of mass media advertising. Although there is some targeting involved, the very nature of the medium tends to be broad in nature.
For example, marketing agencies might create a commercial that grabs the interest of adults between the ages of 18 and 40, and book it for shows and networks that appeal to that audience. Major television ad
campaigns, though, especially those for general branding, usually are aired widely, without niche targeting.
One example would be a commercial aired during prime time stating that a certain brand of potato chips is irresistible.
Print Advertising

Magazines, flyers and coupon campaigns can be differentiated or undifferentiated. For example, an ad placed only in a magazine for mothers of preschoolers that claims the product makes mom’s life easier has a concentrated or niche market.
Print advertising can also reach the masses when an ad is more general in nature, such as a soft drink ad that says the product is refreshing. This type of mass market ad would go into several different types of magazines and would target more than one segment of the population.
Billboards

Another example of mass marketing is a billboard ad. Billboards reach large groups of people. The only part of the ad that is targeted is that the person must be in a vehicle and pass the sign to view the ad.
An example of a mass market billboard ad would include an image of a model enjoying a brand of bottled water, or any other such product that has potential wide appeal across many demographics. Such an ad would be placed on billboards in major cities all over the country to reach the most people possible.
Radio

Radio advertising is another means of undifferentiated marketing. Ads that run in radio slots can be heard by anyone who tunes into that station.
Although advertisers can try to create a niche ad by buying air time on a station that plays specific music, such as pop or country, consumers may scan through different stations as they seek something to listen to. Companies wanting to reach the most people will advertise on stations with the most overall listeners.



Characteristics of Mass Marketing
Some characteristics of mass marketing are: 

*...

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