To examine the different advertising strategies that a company can use • explain the decisions that managers make when engaging in mass selling • explain the coordination and targeting of advertising • explain the pros and cons of advertising on the Internet Mass selling is the use of advertising and sales promotion to reach a large audience of consumers. Mass selling allows a company to get its message to a large audience quickly. It can be used to define consumers' attitudes to a product or company. It also can help motivate channel members and a company's employees. Attitudes to a product or company. Results achieved from mass selling can be uneven and difficult to measure. Mass selling is also very expensive, and expenditure can often be wasteful. It has been said that half of the money spent on mass selling is always wasted. Mass selling is the use of advertising and sales promotion to reach a large audience of consumers. Mass selling allows a company to get its message to a large audience quickly. It can be used to define consumers' attitudes to a product or company. It also can help motivate channel members and a company's employees. Results achieved from mass selling can be uneven and difficult to measure. Mass selling is also very expensive, and expenditure can often be wasteful. It has been said that half of the money spent on mass selling is always wasted. It is, however, impossible to identify which half - so managers must continue to spend heavily to get any results. Before engaging in mass selling, managers must decide • who their target audience is • what type of advertising to use • the best media to reach their target consumers • what message to send to consumers • who will design, implement, and manage the advertising campaign The basic strategy planning decisions for advertising and sales promotion are the Same regardless of where in the world the target audience is located. However, there are additional factors to consider in international mass selling. Cultural norms vary considerably across countries. Before advertising in a foreign country, managers should research local standards, traditions, and conventions. Managers also should be aware of technological limitations. For example, TV ownership may be rare in some parts of the world, limiting the effectiveness of TV campaigns. Consumer attitudes to mass selling vary in different countries. A strategy that works in one country may not work in another. In Poland, for example, consumers are very sceptical about product samples. The richer the economy, the more important advertising becomes. In rich economies, consumers typically have more income and leisure time at their disposal. This means advertising can get results. Advertising is an expensive way to reach consumers. In 1946, U.S. companies spent about $1 billion on advertising. In 1998, U.S. companies spent $200 billion on advertising. The rate of advertising expenditure has increased even more rapidly in other countries over recent years. The total spending on advertising seems high, but most U.S.
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