Mass Marketing, RIP?
Mark Earls Ogilvy
It has become quite fashionable to pronounce the death or demise of mass marketing. One-to-one gurus do it, online grandmasters do it, even social forecasters do it.
All too often the argument confuses the mass media with selling much the same basic product or service to large numbers of people. Sometimes deliberately so, in order to present the latest media channel as a...