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
