In order to know the effectiveness of advertising, it is necessary to have a system in place to measure consumer response.
With mass marketing via mass media, the flow of information is one-way, making it difficult to measure the effectiveness of the marketing, such as what types of consumers are interested and what percentage of those consumers actually end up making a purchase.
The disadvantage is that it chile cell phone number list is difficult to measure the effectiveness, so it is not possible to know whether the marketing is effective or not.
Many companies have used mass marketing to gain more customers and awareness.
We will introduce some success stories that utilized mass marketing.
The Coca-Cola Company
Procter & Gamble
SoftBank Group Corp.
The Coca-Cola Company
In the case of the Coca-Cola Company, marketing was limited to only advertising Coca-Cola.
The red vending machines, which symbolize the "anytime, anywhere, for anyone" campaign concept created by Robert Woodruff, who was president of Coca-Cola in 1923, were standardized around the world to help solidify the brand image.
At first glance, it may seem like there are many disadvantages to focusing marketing on one product, but this is a success story in which mass marketing became a better PR activity by raising awareness of one product.
Procter & Gamble
In one case study at Procter & Gamble, they looked at things from the consumer's perspective, identified what was desired in a product, and developed advertising that appealed to consumers.
The image strategy of Pampers, which established the brand by appealing to the comfort of its soft feel and absorbency, has also established a high level of reliability for everyday use.
The company's image on environmental and gender issues has also earned it trust, making it a success story.
By using male celebrities in their commercials for dishwashing detergent, laundry detergent, and other products, they are able to tackle social issues in a natural way.
SoftBank Group Corp.
In one example, SoftBank Group Corp. increased opportunities for exposure to the company's logo and name through mass marketing.
Compared to major telecommunications companies, the company had only been in business for a short time and was at a disadvantage in terms of name recognition.
However, by implementing mass marketing such as entering baseball to increase awareness, the company can be said to be a success story, becoming one of Japan's leading companies in terms of name recognition and market capitalization.