MASS COMMUNICATION SECTOR
PRODUCT
Mass marketing, also called undifferentiated marketing, involves marketing to the entire market the same way.
Mass marketing effectively ignores segmentation and instead generates a single offer and marketing mix for everyone. The market is treated as a homogeneous aggregate.
Mass marketing aims to reach the largest audience possible, and exposure to the product is maximized.
In theory, this would directly correlate with a larger number of sales or buy-in to the product
Product: The ideal product for these alumni isn’t just a generic philanthropic donation. Instead, it is a giving opportunity that reflects their significant
anniversary ,Promotion: Getting the attention of busy alumni scattered across the world is a challenge
Place/Distribution: As people learn about the class legacy fund, the alumni organization wants to make sure the donation opportunity is easy for anyone to act on..
Price: For a voluntary donation, “price” can be tricky. On one hand, the alumni organization wants to encourage donations of any size to the class legacy funds, no matter how small