Comstrat 380 1nd Edition Lecture 3 Outline of Last Lecture I. What is marketing?II. Marketing definedIII. Why marketing?IV. Product categoryV. Marketing mixVI. What is the marketing mix?Outline of Current Lecture I. What are the debates about Marcom’s social roleII. Demand creation: shaping versus mirroringIII. Diversity and stereotypesCurrent LectureI. What are the debates about Marcom’s social rolea. Over communicationi. Does advertising lead people to be too materialistic ii. Critics say advertising heightens expectationsiii. The lines between advertising, news, and entertainment have become blurredb. Demand creationi. Critics say advertising creates demand, driving consumers to buy productsunnecessarily ii. Proponents say companies invest in research to find out what consumers want iii. Audiences can refuse to buy products that they don’t needc. Shaping versus mirroringThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.i. Does advertising create or reflect social values?1. Critics say:a. Advertising abuses its influence on children and teenagersb. Advertising creates social trends, dictating how people think, actII. Demand Creation: Shaping versus mirroringa. Proponents say advertising bot mirrors and shapes valuesb. Advertisers say they spot trends and develop messages that connect with themIII. Diversity and Stereotypesa. Gender stereotypesb. Racial and ethnic stereotypesc. Cultural differences in global advertisingd. Age-related stereotypese. Advertising to childreni. A stereotype is a representation of a cultural
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