The Myth of Mass Marketing

It was ad giant Fairfax Cone who said “there is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” “Mass Marketing” allows advertisers to reach millions of consumers at once- but at a cost. The greater the audience, the ‘cooler’, more distant, and less personal the relationship between marketer and consumer becomes. Terry examines the power of the sort of one-on-one selling that turned the “Fuller Brush” company from a $75 investment to a multi-million dollar empire, and he’ll show creative ways advertisers find to relate to a “mass” audience, one person at a time.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: