INPROFORUM 2007

Mass culture vs. marketing - chosen aspects
Joanna Hernik

Language: en
Last modified: 2014-01-23

Abstract


Development of new information broadcasting technologies caused the progress of mass culture, which is the ability to send a great deal of information to many people at great speed. The main goal of this article is to point out the hallmarks of mass culture and the way in which it influences different aspects of marketing; first of all – how it changes the promotion. In the paper the consideration of threats and opportunities connected with mass culture and marketing will be conducted. The main change seems to be a turn towards entertainment and prospective consumers participation in easily accessible activities of fun and enjoyment. So it seems marketing will more often be tied to the arousal of interest and pleasure, than to reasonable, useful facts and information.


Keywords


promotion, modern culture, society, for-profit and non-profit organizations

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