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?"
