When we talk about mass media in the field of advertising, we are referring to a communication channel that attracts a large number of viewers or listeners. At the top of the list of mass media is television, which can reach between 3 and 10 million people simultaneously on the main French-language channels. In addition to television, the national press, major radio stations, billboards, and, more recently, the internet can also be considered mass media, although to a lesser extent. These media are generally preferred for promoting consumer goods or services, for which specific targeting is less crucial. In this context, the main objective of advertising campaigns is often to increase brand awareness. Mass media are distinguished by their ability to reach a broad audience. To illustrate the importance of mass media in the advertising strategies of large consumer goods companies, here is a short excerpt from a significant interview.