Paper Topic:

Mass Marketing

By its nature , broadcast media was for a long time a very viable channel for marketing . Bianco , et al (2004 ) reported that an advertiser in the 1960s could reach 80 of U .S . women by airing simultaneously on CBS , NBC and ABC a commercial spot

However , the hegemony of mass media in influencing consumers has diminished . Business competition and technological advances have resulted in a diversified mass media environment . We have the giant broadcast networks and a multitude of narrowcast cable TV stations . A Nielsen Media Research reported that the average U

.S . household receives 100 TV channels in 2004 compared to only 27 in 1994 (Bianco , et al 2004

Traditional broadcast media is also being affected by new media technologies . The internet has opened a new channel for marketing and is increasingly affecting advertising revenues traditional mass media . In fact , we now have an online version of almost every television station news and magazine

The internet has also allowed a democratization of mass communication Now , every person can send out his message through blogs , personal websites and online forum . This in turn creates even more niches that the mass marketer must consider and contend with . Each website can potentially promote or demote a consumer good

Where the communication flow through traditional mass media channels was one-way , new media allowed interactivity . Readers or viewers can interact with the source of information being viewed . A blogger establishes a regular audience by addressing special interests . As with online forums , viewers are encouraged to respond

Current technology now also allows the consumer to by-pass even the most targeted advertising that a marketer may come up with . Personal video recs are allowing consumers to watch a program when they want to . This has increased television viewing . Research , however , shows that personal video recs were...

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