What are the key features of mass marketing?

Mass marketing involves targeting a large, undifferentiated audience with a single marketing message, focusing on reach and exposure.

Mass marketing, also known as undifferentiated marketing, is a strategy that treats the entire market as a homogeneous group. The key features of this approach include a broad, undifferentiated audience, a single marketing message, and a focus on reach and exposure.

One of the main characteristics of mass marketing is its broad, undifferentiated audience. Unlike targeted marketing, which focuses on a specific segment of the market, mass marketing aims to reach as many people as possible. This approach assumes that all consumers have similar needs and wants, and therefore, the same product or service can appeal to everyone.

Another key feature of mass marketing is the use of a single marketing message. Since the target audience is so broad, the marketing message must be general enough to appeal to a wide range of consumers. This often involves focusing on the most common needs or wants that the product or service can fulfil.

Finally, mass marketing places a strong emphasis on reach and exposure. The goal is to get the marketing message in front of as many people as possible, often through mass media channels such as television, radio, and print advertising. This can also involve a high frequency of advertising to ensure the message is seen or heard by a large number of consumers.

In summary, mass marketing is characterised by its broad, undifferentiated audience, single marketing message, and focus on reach and exposure. While this approach can be effective for certain products or services, it may not be suitable for all businesses, particularly those with a more niche market.