Ethical Marketing - Sarah Fischbach, Professor

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 --Neilson - Prizm --Claritas --Social Mention -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?"