Social Impacts of Brand Communication

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Social Impacts of Brand Communication

Debate about what advertising's social role is.

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Washington State University
Comstrat 380 - (ADVER) Advertising Principles and Practices

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Comstrat 380 1nd Edition Lecture 3 Outline of Last Lecture I. What is marketing? II. Marketing defined III. Why marketing? IV. Product category V. Marketing mix VI. What is the marketing mix? Outline of Current Lecture I. What are the debates about Marcom’s social role II. Demand creation: shaping versus mirroring III. Diversity and stereotypes Current Lecture I. What are the debates about Marcom’s social role a. Over communication i. Does advertising lead people to be too materialistic ii. Critics say advertising heightens expectations iii. The lines between advertising, news, and entertainment have become blurred b. Demand creation i. Critics say advertising creates demand, driving consumers to buy products unnecessarily ii. Proponents say companies invest in research to find out what consumers want iii. Audiences can refuse to buy products that they don’t need c. Shaping versus mirroring These 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.

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