Mass marketing versus direct appeals in consumer and charity campaigns

Mass marketing vs. direct appeals

Mass marketing is clearly the superior strategy in marketing products such as computers. In the selection of computers, individuals wish to use systems that are technically forward and will not become out of date in a few years -- thus, they wish something that 'every one else' is using, so they can easily repair their systems, if need be, or make use of other individual's systems via CD-ROMs, disks, programs, and file sharing, when away from their own personal system. Although it feels impersonal at times, and can seek too general an audience, the generalized, even impersonal mass marketing strategy still has its place. It has proven successful for Coca-Cola, which continues to dominate the so-called cola wars, despite Pepsi's greater hold over niche beverages, such as Mountain Dew, with more specified target audiences. Individuals feel they are a part of something larger and 'American' when they drink Coke. ("New and improved: The Story of Mass Marketing in America," Business Week)

Even more extreme than mere niche or segmented marketing are direct or individuated appeals, such as those conducted by charities as the American Red Cross. Appeals on behalf of charities in particular call upon sentiments such as guilt or community obligations, which can have a negative and uncomfortable as well as a positive effect, of course. Through such appeals, one is not strictly fulfilling or addressing a consumer's immediate, innate need, but prevailing upon them to donate to a charity to address the needs of another, fellow human being. This is in contrast to mass marketing's more selfish strategy, asking the consumer to satisfy his or her own need to quench a thirst or buy into an image, as with Coke's campaigns. As noted by the organization Charity Peoples, often individual or direct marketing campaigns keep records of individual's past contributions, to further target, personalize, and segment the campaign. The most memorable examples of direct marketing comes not from national organizations, but usually from one's own community organizations, such as one's local Red Cross or Fire Department, where the voice on the phone might come from a familiar volunteer's name and face. However, national campaigns for charity that makes use of stars, such as Jerry Lewis' MS Telethon also use similar strategies.