Dictionary of Business Terms: mass appeal
mass appeal
nondirected marketing approach designed to appeal to all possible users of a product.
Dictionary of Marketing Terms: mass appeal
mass appeal
nondirected marketing approach designed to appeal to all possible users of a product. Because consumers differ, a mass appeal is usually not the best strategy for a product unless the product is one that crosses all demographic and psychographic boundaries-for example, circus tickets or soft-drink products. There are some generic advertising campaigns designed for mass appeal, such as the one advertising milk, sponsored by the American Dairy Association.
