What are the pros and cons of mass-marketing?

A pro of mass-market advertising is increased brand recognition, and a con is that it can be expensive for the company.

Expert Answers

An illustration of the letter 'A' in a speech bubbles

There are many pros and cons of mass marketing. Unfortunately, the term "mass marketing" is a little bit ambiguous. It could refer to the actual attempts to sell a product to a large market population or it could refer to the advertising of a product or company through media like television, radio, and/or print sources.

A pro of the former is that a company can sell products to a much larger population. This means more sales and hopefully more profit. The larger market also gives the company the opportunity to lower the purchase price for the consumers. The smaller profit margin is then offset by the increased number of sales. A con of the former type of mass marketing is that the products are usually generalized products instead of specific products. This isn't necessarily bad, but it generally means the consumer isn't getting the best product possible in that particular category. Let me use the restaurant The Cheesecake Factory as an example. Their menu is huge, and you can order anything from tacos, to Chinese chicken, to steak. The food tastes good; however, most consumers aren't likely to say that the restaurant makes the best tacos they've ever had. For that, you go to a taco shop. For amazing Chinese chicken, you go to a dedicated Chinese food restaurant.

A pro of mass marketing through advertising is that the industry itself keeps people employed. The advertising industry has writers, directors, producers, cameramen, actors, sound designers, etc. A con of the advertising industry is that it has a tendency to change wants into needs. More often than not, consumers are being sold something they truly don't need.

Last Updated by eNotes Editorial on
An illustration of the letter 'A' in a speech bubbles

The pros of mass marketing, especially for companies which are franchises or sell non-speciality types of products, are as follows: there is more room to reach a wide variety of customers and build different customer bases that can be depended on for sales; brand recognition and chance of widespread brand loyalty are more possible; and there is less room for specific variables, such as age range or season, to affect sales in the same way that these variables might affect the sales of companies that use targeted marketing.

The cons of mass marketing are rooted in being less able to pinpoint issues with marketing strategies, as mass marketing is so broad that diagnosing marketing strategy failures can be difficult. Customers are also much less likely to feel specially catered to, which can lead to less brand loyalty.

Approved by eNotes Editorial Team
An illustration of the letter 'A' in a speech bubbles

Mass-marketing is when a firm randomly advertises its products to a large market. The firm uses tv, internet, billboards, and any other form of public media to spread their message to make their brand known.

Some advantages include increasing brand recognition, increasing sales, and having a wider reach. Mass-marketing is a good brand recognition tool. The more people see your advertisements, the more likely they are to know that your business exists. Mass-marketing also has the potential to increase sales volumes. Goods advertised using this method are usually affordable; this means that most people can buy the goods. Additionally, mass-marketing has a wider reach than most marketing campaigns. This is because the advertiser wants to reach as many people as possible with their advertisements.

Some disadvantages of mass-marketing include the expense, the uncertainty, and the effect of social change. Mass-marketing is expensive since the firm has to set aside money for advertisements on various mass media platforms. Furthermore, mass-marketing is not guaranteed to work in the current era. Nowadays, consumers want goods that are catered to their needs. They don't like the idea of a one-size-fits-all approach. What's more, the culture of a society can affect the effectiveness of a mass-marketing campaign. This means that if a mass-marketing campaign worked in one area, it is not guaranteed to work in another because of cultural differences. Some people may view the message as being offensive.

Approved by eNotes Editorial Team
An illustration of the letter 'A' in a speech bubbles

Mass marketing is the practice of a type of marketing strategy in which a company sells the same product or service to everybody in the market at the same price. The purpose of this is to reach as many consumers as possible. This strategy is sometimes called unsegmented or undifferentiated marketing.

One benefit of this approach is that it is cheaper to manufacture goods, as shown by Henry Ford in the early twentieth century. His Model T Ford automobiles only came in one color, black, which kept production costs low. This enabled him to keep the price lower, therefore attracting huge numbers of customers. (See the reference link provided for more information about Ford's approach).

The problem with mass marketing, however, is that it ignores the various differences which exist between the customers in a particular market. It ignores, for example, differences in class, gender, age, psychology, and consumer behavior. Ignoring these various segments in the market can have an impact on sales because the product or service may not be suitable for every single person in the market.

So while sending out a single product can have pros for the manufacturer, failing to acknowledge that different consumers have different needs can have an impact on sales and, therefore, the success of a business.

Approved by eNotes Editorial Team

We’ll help your grades soar

Start your 48-hour free trial and unlock all the summaries, Q&A, and analyses you need to get better grades now.

  • 30,000+ book summaries
  • 20% study tools discount
  • Ad-free content
  • PDF downloads
  • 300,000+ answers
  • 5-star customer support
Start your 48-Hour Free Trial