Dictionary of Marketing Terms: mass market
mass market
approach to advertising that attempts to reach every consumer, rather than targeting a particular market segment. A mass market strategy is effective for products that appeal to a broad cross-section of consumers, like aspirin or orange juice. It is not appropriate for products with limited appeal, such as a gold club or sewing pattern. Mass market media are usually more expensive than direct marketing media, because they are priced according to the number of consumers who will be reached, and must generate a larger return in order to justify the expense.
