Ethical Marketing – Sarah Fischbach

In 805conversations by Mark Sylvester

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
  • 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?”