What are the pros and cons of mass-marketing?

The pros
of mass marketing, especially for companies which are franchises or sell non-speciality types of
products, are as follows: there is more room to reach a wide variety of customers and build
different customer bases that can be depended on for sales; brand recognition and chance of
widespread brand loyalty are more possible; and there is less room for specific variables, such
as age range or season, to affect sales in the same way that these variables might affect the
sales of companies that use targeted marketing.

The cons of mass marketing
are rooted in being less able to pinpoint issues with marketing strategies, as mass marketing is
so broad that diagnosing marketing strategy failures can be difficult. Customers are also much
less likely to feel specially catered to, which can lead to less brand loyalty.