Ethical Efficacy – The ability to believe in yourself
Sarah Fischbach is a professor of marketing at California Lutheran University. She and Mark talked about concerns relating to ethics and marketing. Sarah has done a lot of work in this area and loves working with students and presenting them with interesting tests that highlight the challenges of understanding your ethical boundaries as a marketer.
Topics included;
- Working at the University of Hawaii at Manoa
- Americorps
- How she went from Corporate Sales and Marketing to a Professor
- Her MBA in Marketing
- How she became fascinated with Ethics and ethical concerns
- Inducing reciprocity and where you cross the line when inducing it
- Native Advertising
- Ads that work
- They establish trust
- They’re authentic
- They’re relevant
- Experients she’s run to test our theories (Love that she has a laboratory of students to work with)
- How to define your Target Market
- Brand Personas
- Psychographics
- Demographics
- Great resources to help you understand your market
- Why emotions are such an important part of marketing
- Brand Personology – new, interesting term gets discussed a lot
- How do you get people to say, ” I can’t live without your product?”
