<P> Over the years marketing activities have notably transitioned from traditional forms, such as television, radio and print advertisements to a more digitalized forms, such as the utilisation of online media platforms to reach various consumers . Huang (2009, as cited in Shyu et al., 2015), explains three chief attributes digital marketing has enhanced; one being "Penetrating Power" which is to have the ability to reach a wider circle of customers in the market, accredited to the ease of online communication . Digital marketing allows for a marketer to reach a larger - scale audience in a more efficient and cost - effective manner, which is ultimately what Mass Marketing seeks to do . </P> <P> For a mass marketing campaign to be successful, the advertisement must appeal to a "set of product needs that are common to most consumers in a target market ." (Bennett & Strydom, 2001) In this case it is unnecessary to segment consumers into separate niches as, in theory, the product should appeal to any customer's wants and / or needs . Many mass marketing campaigns have been successful through persuading audiences using the central route to persuasion, as well as using the peripheral route to persuasion, according to the Elaboration Likelihood Model . Lane et al. state that the different types of persuasion depend on the "involvement, issue - relevant thinking, or elaboration that a person dedicates to a persuasive message ." (2013). Political campaigns are a prime example of central persuasion through mass marketing; where the content of the communication involves a detailed level of thinking which seeks to achieve a cognitive response . Contrastingly, a toothpaste advertisement would typically persuade the audience peripherally; where there is low involvement and consumers rely on "heuristics" to alter their behaviour . John Watson was a leading psychologist in mass marketing with his experiments in advertising . </P> <P> The shotgun theory is an approach of mass marketing . It involves reaching as many people as possible through television, cable and radio . On the Web, it refers to a lot of advertising done through banners to text ads in as many websites as possible, in order to get enough eyeballs that will hopefully turn into sales . An example of shotgun marketing would be to simply place an ad on primetime television, without focusing on any specific group of audience . A shotgun approach increases the odds of hitting a target when it is more difficult to focus on one . </P> <P> A potential limitation of using the shotgun approach is that each receiver will interpret the message in their own way, whether this be the way the sender intends for it to be decoded, or not . In other words, the receiver's "frame of reference" at the time of decoding enables them to perceive a brand message in a particular way; thus, the marketer's intention may be become distorted . Dahlen, Lange, & Smith (2010) claim that each receiver has different "attitudes, values and perceptions stemming from knowledge, experience or the influence of other people ." In situations where there is no specific target market, mass marketers should simply focus on grabbing the attention of consumers in "different, surprising, original and entertaining" ways in order to generate the most desirable feedback . (Bigat, 2012). </P>

How does mass marketing help the u.s. economy function