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Take a position: Mass marketing is dead versus mass marketing is still a viable way to build a profitable brand. Discussion: With marketers increasingly adopting more and more refined market segmentation schemes fueled by the Internet and other customization efforts, some critics claim that mass marketing is dead. Others counter that there will always be room for large brands that employ marketing programs targeting the mass market.

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Walter Fischer eNotes educator | Certified Educator

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A position on the question of the continued viability of mass marketing in an age in which marketing more strategically to select potential customers is possible could easily conclude that the older method remains very much worthwhile.

There is no question that social networking sites like Facebook and internet search tools like Google have made targeted marketing far more possible and popular than every before. The use of vast banks of computers, such as those operated by Facebook, have enabled marketers to identify specific individuals out of millions for increased exposure to their products and services. This is revolutionary. Does it replace mass marketing that is akin to sweeping through a mass with a metaphorical net hoping to ensnare the one or two people most likely to want to purchase one’s product? This educator does not think so.

Billboards, newspaper, radio and television advertising continue to generate a great deal of revenue for the owners of those outlets, precisely...

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