massmarketing

Mass marketing is a strategy that targets a broad audience with a single, standardized message and promotional mix. It presumes that a large portion of consumers share common needs or interests, or that the product has wide appeal. This contrasts with targeted marketing, which customizes messages for specific groups defined by geography, demographics, or behaviors.

Common mass-marketing channels include television and radio advertising, newspapers and magazines, billboards, and other forms of mass media, as well as direct mail and product placements. The approach relies on reach and frequency: the goal is to maximize exposure by delivering the same creative to as many people as possible, often achieving economies of scale through large-volume media buys.

Mass marketing emerged with the rise of modern mass media in the early 20th century and became dominant in consumer advertising during the mid-20th century. It contributed to the growth of national brands and rapid consumer adoption of new products.

Today, digital advertising has increased the emphasis on targeting and personalization, but mass marketing remains in use for brand-building and broad-reach campaigns, particularly for products with universal appeal, seasonal promotions, or when a simple, clear message is advantageous.

Advantages include broad reach, consistent branding, simplified creative, and potential cost efficiencies at scale. Limitations include low targeting precision, wasted impressions, higher risk of ad fatigue, and lower relevance for many consumers. The effectiveness of mass marketing depends on message memorability and the ability to generate sufficient reach and frequency across diverse audiences.