"After I talked to Dr. Richards, he seemed okay with giving one of my current projects to someone else so I could spend some time on social marketing. But, while I was explaining some of the key elements of social marketing to him, he had some concerns about a few big pieces of this approach to planning."

"That audience orientation piece seems like a waste of time to me. We've been working in these areas statewide for a long time and we have a pretty good idea about what people are doing (or not doing) when it comes to eating healthy and getting physical activity. And why should we target segments? I don't think it's a good idea to leave people out of any kind of intervention that we plan. Shouldn't we be trying to reach as many people as we can?"

"I'm losing my confidence! How do you think I can convince him of the need to understand our target audience and segment them? Or do you think it is okay for me to concede on a couple of these points?"