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Social Marketing Basics
What should you advise Rosa to say? Check all that apply.
It is okay to agree with Dr. Richards about your existing audience information and forego further research. You know what's best for them, right? More research won't be necessary.
You do have thorough and long-term behavioral information about what state residents do, but you don't yet know why they do it. Finding out what an audience knows and believes about these behaviors will help you build a successful program that fulfills audience wants and needs.
You may reach more people by targeting everyone, but you're less likely to get the results you want because not everyone will respond similarly to your program, not everyone is ready to change at the same time, nor do the same things motivate everyone. A program is more likely to be effective if it is tailored to a particular homogeneous subgroup of the audience.
It sounds like Dr. Richards is interested in and would support reaching a broader audience. If he will back it financially, you should go for it.
Page 21 of 42 in Social Marketing Basics