Mass marketing is a marketing strategy in which a company targets the entire market with one offer or one strategy, ignoring market segment differences. The goal is to reach the largest audience possible, maximizing exposure to the product and, in theory, directly correlating with a larger number of sales or buys into the product. Mass marketing is the opposite of niche marketing, where a product is made specifically for one person or a group of persons.

Mass marketing is used to effect attitude change to as wide an audience as possible. It is often used to sell products that are perceived to be necessary or essential to the consumer, such as toothpaste, furniture, artwork, automobiles, residential communities, fizzy drinks, and personal computers.

Mass marketing efforts aim at a one-size-fits-all approach to reel in as many potential customers as possible. This strategy emphasizes broadening the extent of an advertising campaign to include as many people as possible instead of targeting distinct demographics.

Some common mass marketing techniques include guerilla marketing and the shotgun approach. Low price points, enhanced brand awareness, and mass production are key features of this strategy. Mass marketing can be highly effective when advertising necessities such as water, medications, and basic food.

In summary, mass marketing is a marketing strategy that targets the entire market with one offer or one strategy, ignoring market segment differences. It is used to effect attitude change to as wide an audience as possible and is often used to sell products that are perceived to be necessary or essential to the consumer.