Mass Advertising No Longer Reaches the Masses

BY ERIK ROSENSTRAUCH, President & CEO, FUEL PartnershipsThere was once a day when utilizing mass media was a successful way to communicate a brand and its message to large populations.  The message was easily delivered through traditional broadcast mediums including, TV, radio, print and even web, with the goal of delivering Gross Rating Points (GRP’s) needed to gain brand awareness that satisfies the retailer community, thus driving sales. However, most of these “traditional mass” models are no longer successful.  Each media type has been sliced and diced into many niche options where