A company that chooses to disregard the distinctions between market segments and appeal to the entire market with a single offer or marketing approach is using mass marketing, which promotes the notion of disseminating a message to as many people as possible. In the past, radio, television, and newspapers have been the primary medium utilized by mass marketers to reach this large audience. Maximizing exposure to the product through its widest potential audience should lead to a higher number of sales or purchases, as theory suggests.

The goal of mass marketing is to offer goods and services that will appeal to the whole market, while niche marketing concentrates on small quantities and high sales. Niche marketing focuses on a very narrow market niche, such as specialized products or services with little to no competition.

Source: Mass marketing