What Is Mass Advertising?
Mass advertising can easily fit under the heading of marketing communications. However, it's included in this separate section for one important reason: it is often created and managed by advertising agencies.
Mass advertising is what most people imagine when they think about marketing. It's the commercials you see on TV, the spots you hear on the radio, and the glossy ads that captivate you in national magazines.
While a company might create its own advertisement for a trade magazine or a specialty publication, it is unlikely to rely on in-house staff to produce a commercial for airing during the Super Bowl. Why risk the expense and the potentially amateurish result? A company is more likely to turn to an ad agency that has an impressive track record in TV work and knows how to handle such details as scripting, casting, shooting, and negotiating the best time slots.
Mass advertising — in both print and broadcast formats — is perhaps the one thing that advertising agencies do best. They know how to create advertising that is memorable, generates buzz, and builds brand awareness and preference. And they know how to get these ads into the right media (newspapers, magazines, radio, television).
Mass advertising usually refers to national campaigns where there is a lot of visibility. However, more focused regional campaigns, for a citywide pizza delivery service for example, may also be included in this category.
Mass advertising typically includes:
Other associated materials, such as brochures and Web pages
Most of the glamorous writing jobs in mass advertising are handled by the agency's own in-house writers or freelancers. However, sometimes a company staff writer or marketing manager gets involved in the copywriting process, especially when the products involved are complex or technical.