3.17 Mass Marketing

Not every form of marketing involves segmentation.  With undifferentiated marketing, also known as mass marketing, a company simply issues a broad appeal to a huge audience.  For instance, a billboard that simply says “Drink Coca-Cola” is being broadcast to a wide audience, rather than a single, specific group.

Businesses who opt for mass marketing believe the repetition of seeing a billboard everyday increases awareness. These channels can be helpful to a brand when combined with other forms  of advertising since consumers tend to be prompted by multiple touch points as part of the customer journey (more detail in Chapter 5).