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Mass marketing is a strategy used by businesses to appeal to a wide audience for selling their products or services. This technique originated in the 1920s with the use of mass radio and evolved over time, embracing digital platforms for a wider reach and efficiency. It involves different persuasion^[2] techniques and marketing strategies, aiming to change the attitudes of large groups of people towards certain products. While this approach can provide benefits like reduced production costs and extensive market research^[1], it may also lead to increased competition and complexity of consumer^[3] needs. Critically, it has psychological impacts, potentially making consumers more prone to manipulation and certain societal issues.

Terms definitions

1. ↑ market research. Market Research is a systematic process of gathering, analyzing, and interpreting information about a specific market or sector. Its origin can be traced back to the 1930s, influenced greatly by Daniel Starch's work during the 1920s. The concept grew as advertisers recognized the significance of demographic data, and the Gallup Organization pioneered the public opinion poll. Today, it's a crucial tool for funding research and it emphasizes inclusive research design. Market research uses primary and secondary methods to collect data on various market aspects like segmentation, trends, and brand perception. It also plays a vital role in international markets, especially with the rise of internet and social media platforms. Additionally, it's applied in various sectors such as business planning, advertising, and the film industry. This process, while indispensable, also raises important ethical and psychological considerations, especially in terms of data collection, user privacy, and workforce well-being.

2. ↑ persuasion. Persuasion is a multifaceted concept with roots in various forms and theories. It incorporates techniques like propaganda, heuristic persuasion, and the use of Aristotle's communication methods. It also involves psychological theories impacting behavior and the theory of planned behavior to predict and alter actions. Persuasion plays a significant role in various domains such as politics, sales, advocacy, and business communication and can be delivered through written, spoken, or visual methods. The intersection of neuroscience and persuasion is also a critical aspect, linking brain function with persuasive techniques. Furthermore, persuasion varies across cultures, influencing activities like buying, selling, advertising, and parenting. Lastly, successful persuasion involves authority, trustworthiness, and techniques such as scarcity principle, reciprocity, commitment, and social proof.

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Glossary

Mass marketing (Wikipedia)

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Mass marketing is a marketing strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy, which supports the idea of broadcasting 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 maximized, and in theory this would directly correlate with a larger number of sales or buys into the product.^{[citation needed]}

Mass marketing is the opposite of niche marketing, as it focuses on high sales and low prices and aims to provide products and services that will appeal to the whole market. Niche marketing targets a very specific segment of market; for example, specialized services or goods with few or no competitors.

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