Due to this, variety marketing had to be changed in order to persuade a wide audience with different needs into buying the same thing.
[4] 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.
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 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."
Guerrilla marketing aims to cut through clutter by attracting attention in unique, memorable and imaginative ways to “maximise interest in a firm's goods and services while minimizing the costs of advertising.” (Bigat, 2012).
According to Kotler (2007, as cited in Bigat, 2012) this type of marketing was traditionally carried out by small to medium-sized enterprises but has become more predominant in today's society where competition is substantially thicker.
[citation needed] Bigat discusses the role of technology, more specifically, of the internet and its effectiveness of disseminating a large message from the sender to receivers; to which he states that “Internet blogs, online magazines, newspapers along with chat and forum pages are crucial arenas for getting the message across.” Logically, this is due to the fact that digitalised media generates more efficient feedback from consumers.
Other products of mass marketing are furniture, artwork, automobiles, residential communities, fizzy drinks and personal computers.
[citation needed] To further increase profits, mass marketed products touted as "durable goods" are often made of substandard material, so that they deteriorate prematurely.
Not only does this lower production costs, but it ensures future sales opportunities by preventing the market from becoming saturated with high-quality, long-lasting goods.
The forces of a free market tend to preclude the sale of substandard staples, while disposability, technological innovations, and a culture of collection all facilitate planned obsolescence.