In the case of the mass market, it becomes necessary to carry out intensive communication with the consumer in order to have the consumer commit the product/service’s attributes and characteristics to memory. Repeated exposure to the product/service or other marketing strategies can play a highly imperative role in the development of strategies through which a product/service’s attributes can be communicated to the consumer.
The mass market is one in which consumers are exposed to countless products and services with an ever growing frequency. It is therefore justified to conclude that trademarks compete for brand level recognition in the mass market and that the large number of products and services only serve to make the competition all the more severe. As a result, it becomes imperative to develop product/service attributes that do not compete with competition through increased channeling of resources towards product recognition, but acquire their distinct positions in the market place through distinct attributes. The more distinct the attributes of the product are, the less the product/service provider has to channel resources towards making sure that the consumer’s attention is caught.
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