Editing Mass marketing (section)

=== Shotgun approach ===
The shotgun theory is an approach of mass marketing. It involves reaching as many people as possible through television, cable and radio. On the Web, it refers to a lot of [[advertising]] done through banners to text ads in as many websites as possible, in order to get enough eyeballs that will hopefully turn into sales. An example of shotgun marketing would be to simply place an ad on primetime television, without focusing on any specific group of audience.<ref>{{cite web |url=http://www.techopedia.com/definition/24119/shotgun-approach |title=shotgun marketing &#124;  |quote=Undifferentiated audience}}</ref> A shotgun approach increases the odds of hitting a target when it is more difficult to focus on one.<ref>{{cite book |title=Essentials of marketing |last1= Mc Daniel |first1= Carl|last2 = F.Hair|first2=Joseph|last3=Lamb|first3=Charles W.|isbn=978-0324656206|page=224 |url= https://books.google.com/books?id=9Kf_O1eI0J4C&dq=marketing+approaches+-+shotgun+approach&pg=PA224 |date=January 14, 2008 }}</ref>
<ref>{{cite web |last1=John |first1=Peter |title=Marketing |url=https://omh.net/ |access-date=6 November 2021}}</ref>
A potential limitation of using the shotgun approach is that each receiver will interpret the message in their own way, whether this be the way the sender intends for it to be decoded, or not. In other words, the receiver's "[[Frame of reference (marketing)|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." In situations where there is no specific target market, mass marketers should simply focus on grabbing the attention of consumers in "different, surprising, original and entertaining" ways in order to generate the most desirable feedback. (Bigat, 2012).