Mass marketing is one of the most influential and popular advertising tools in the business sphere. It is hard to disagree that all people who watch TV, use social media, or listen to radio have at least once in their lives felt persuaded as consumers when watching or hearing an advertisement. However, such mass marketing communications are aimed at a wide variety of audiences, and though many of them are rather good, some appear to be ineffective or at least harmful.
The first mass marketing communication I would like to talk about is the one advertising Doritos. Though I do not love spicy food, I felt the advertisement affected me since I enjoy good music and find this video quite qualitative and bright, and it also reminds me of summer (BlackoTG, 2019).
The second advertisement is also outstanding. Starring Emilia Clarke, the video is incredibly beautiful, and it makes me feel like being there and smelling that Dolce & Gabbana perfume (Fashiongonerogue, 2018). Therefore, I can say that this mass marketing communication persuades me as a consumer and makes me want to buy the perfume it describes.
The third advertisement is not as good and appealing as the previous ones. Though a great actor, Luke Wilson, is starring in it, I do not like the idea of getting too close to people (USA Today, 2019a). Even though it is advertising toothpaste, I do not feel positively affected as all I can think about when watching the video is keeping a social distance and respecting personal boundaries.
Further, there is another excellent mass marketing communication that I enjoy watching. The video advertises new M&M chocolates, and this brand’s advertisements are always creative, funny, and memorable (USA Today, 2019b). I remember that I bought this chocolate bar right after watching the video, so it is safe to say that it had a significant impact on me.
Finally, another example of an unsuccessful mass marketing communication that makes the audience forget about the product it advertises because the focus shifts to a different message the video contains. I would not say I like Pepsi, and this advertisement did not convince me to taste it: the video demonstrates the drink making the rally become a celebration, which is disrespectful (Yadav, 2017). Thus, I believe that the advertisement did not influence me because I could not think of Pepsi when watching it.
References
BlackoTG. (2019). Doritos® [extented song] Chance the Rapper x Backstreet Boys – super bowl commercial [Video]. YouTube. Web.
Fashiongonerogue. (2018). Emilia Clarke for Dolce & Gabbana ‘The Only One’ Fragrance [Video]. YouTube. Web.
USA Today. (2019a). Ad Meter 2019: Colgate [Video]. YouTube. Web.
USA Today. (2019b). Ad Meter 2019: M&M’S [Video]. YouTube. Web.
Yadav, Y. (2017). Full Pepsi commercial starring Kendal Jenner [Video]. YouTube. Web.