Mass marketing is a market coverage strategy in which a business decides to ignore market segment differences and appeal the whole market with one offer or one strategy. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience possible exposure to the product is maximised. In theory this would directly tie in with a larger number of sales or buys into the product.

Mass marketing is the opposite of Niche marketing as it focuses on high sales and low prices. Mass Marketing aims to provide products and services that will appeal to the whole market which I believe is why it’s viable to use this marketing technique. Whereas Niche marketing targets a very specific segment of market for example specialized services or goods with few or no competitors, therefore won’t benefit as much as Mass Marketing will.

The Advantages of Mass Marketing
• Wide audience – Since the target audience is broad, the number of successful hits is high despite of the low probability of a single person turning up.
• Less risky – If all the efforts in one particular area go in vain, still the eventual loss is compared to a loss in the narrowly focused area.
• Production costs per unit are low on account of having one production run for homogeneous product
• Marketing research cost and advertising cost are relatively low.
• Higher potentials of sales volume and efficiency of scale in a much larger market.
• Maximises a brands income substantially
• If one sector declines this is likely to be compensated for by growth in other sectors.
• Allows reduction in average costs through economies of scale.
• Allows Brands to be used to their full value

The Disadvantages of Mass Marketing
• Heavy