Editing Mass marketing (section)

== Persuasion ==
For a mass marketing campaign to be successful, the advertisement must appeal to a “set of product needs that are common to most consumers in a target market.” (Bennett & Strydom, 2001) In this case it is unnecessary to segment consumers into separate niches as, in theory, the product should appeal to any customer's wants and/or needs. Many mass marketing campaigns have been successful through persuading audiences using the central route to persuasion, as well as using the peripheral route to persuasion, according to the [[Elaboration likelihood model|Elaboration Likelihood Model]].  Lane et al. state that the different types of persuasion depend on the “involvement, issue-relevant thinking, or elaboration that a person dedicates to a persuasive message.” (2013).<ref>Lane, R., Miller, A. N., Brown, C., & Vilar, N. (2013). An Examination of the Narrative Persuasion with Epilogue through the lens of the Elaboration Likelihood Model. ''Communication Quarterly, 61''(4), 431-445. doi: 10.1080/01463373.2013.799510</ref> 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. [[John Watson (psychologist)|John Watson]] was a leading [[psychologist]] in mass marketing with his experiments in advertising.{{fact|date=August 2023}}