Introduction to Media Advertising

Media Plan forRock and Roll Hall of Fame and Museum

Angela BodeNov. 7, 2012

Jacquie Lamer

Motorcyclists who are Rock Fans as a Target Group for the Rock and Roll Hall of Fame

Museum

Target Bullet-List Summary

Target’s Psychographic Summary

Likes rock and roll music

Motorcycle enthusiasts

Like the Internet

Strong work ethic

Target’s Demographic Summary

Gender: Male

Age: 50-64 years of age

Household Income: median of $75,000

High Divorce Rate

Target’s Geographic Summary

Metro Priority No. 1: Minneapolis, MN

Metro Priority No. 2: Des Moines, IA

Metro Priority No. 3: Pittsburgh, PA

Client Description

Company Overview:

The Rock and Roll Hall of Fame Museum is a non-profit organization that was established in

1995 in Cleveland, Ohio. This idea was thought of over 25 years ago by the Rock and Roll Hall of

Fame Foundation. In 1983, the foundation, led by President and CEO Ahmet Ertegun and several

music industry leaders, wanted to recognize the artists who had a significant impact on rock and roll

by inducting them into a Hall of Fame. Their purpose was to educate fans from all over the world

about the history of rock and roll and its impact on society by using various exhibits filled with

donated or borrowed artifacts from people (History, 2010). This would include sound and video

recordings, archive books, personal items like glasses, personally written lyrics and more.

In 1985, officials from Cleveland approached the foundation with construction plans for a

museum that would honor the inductees even further. However, many other cities were interested in

housing the museum including New York, Memphis, and Chicago. To end the debate, USA Today

conducted a poll to find out which city the hall of fame should be in. One year later Cleveland, Ohio

was announced as the permanent home of the Rock and Roll Hall of Fame Museum. That same

year, the first inductee ceremony was held in New York, where several artists were inducted

including James Brown, Ray Charles, Elvis Presley, Buddy Holly and Chuck Berry. While plans for

the museum had just begun, the city sought out I.M. Pei as the architect. Pei stated that he had no

idea what rock and roll was, but after a lot of research he finally realized: “rock and roll was about

energy.” Construction began on June 1993. Pei had clear understanding of what rock and roll was

and in turn he created a masterpiece. The museum had over 120,000 square footage of space, and a

seven-floor structure that would house all the elements of rock and roll. Pei designed the building in

a geometrical structure that would stand out to visitors and make it a cultural landmark for

Cleveland (Building, 2010).

After twelve years in the making, the Hall of Fame opened its doors on September 2, 1995

as The Rock and Roll Hall of Fame Museum. The museum held a series of events to celebrate its

upbringing. These events included a ribbon cutting ceremony, a gala, a parade, and a concert.

Housing over 20 exhibits, the museum’s main exhibit hall is the Ahmet M. Ertegun Exhibition Hall

named in honor of the founder (History, 2010).  

In 2006, Joel Peresman, became CEO and returned the induction ceremony to Cleveland and

held 25th Anniversary concerts which aired on HBO, and funded the first endowment for the

museum (Foundation, 2010). On the Green Initiative page on the Hall of Fame website, it states that

rock and rollers have used their music to express their love for the planet, so the Rock and Roll Hall

of Fame should too. So in 2010, a “Green Team” was formed and began to transform the Rock and

Roll Hall of Fame and Museum into a green facility. The museum went through a redesign and

become environmentally friendly by using sustainable sources inside and outside the company

(Green Initiatives, 2010).  Since the opening of the museum, there has been nearly eight million

visitors from around the world, and the museum’s education program have reached over 50,000

students and educators. Overall, the museum has provided over $1.7 billion to stimulate Ohio’s

economy, and generates over $107 million annually (Economic Impact, 2010).

Client Offerings:

Due to the massive size of the building, the museum is able to hold over many exhibits that

express the past, present, and the future of rock music and culture. Some of these exhibits are

permanent, some are limited, and some are traveling. Some of the permanent exhibits include: The

Beatles, Kick Out the Jams: The Music of the Midwest, Experience The Music: One Hit Wonders

and The Songs That Shaped Rock and Roll, Hall of Fame Inductee Gallery, Cleveland Rocks, Right

Here Right Now. These permanent exhibits demonstrate the early influences of rock and their

historical importance. According to New York Times article, “permanent collections are more

exalting than informative, but it is a standard for all other exhibits to follow” (Weber, 1999). A few

of the limited exhibits that have been featured include: From Asbury Park to the Promised Land: the

Life of Bruce Springsteen, Johnny Cash’s bus, Grateful Dead: The Long, Strange Trip, The

Architects of Rock and Roll featuring Les Paul, Alan Freed and Sam Philips, Listen to Music, The

Evolution of Audio Technology. After these exhibits move onto another location, they can still be

viewed online. Traveling exhibits express the Hall of Fame’s mission of educating people around

the world, but vary in size and content. One featured exhibit is Women Who Rock: Vision, Passion,

and Power. There are also many “spotlight artifacts” that are famous artifact that can be view online

in a gallery.

The Hall of Fame offers more than just exhibits, it also offers educational resources. There

are specially designed programs for Pre-K, K-12, University, Teachers, and Adult learners that

teach the impact rock and roll has had on our world. The museum, also offers “outside the

classroom” options. This includes concert events, artist interviews, lectures, and panel discussions

that celebrate the impact of rock. The Distance Learning is a program that teaches rock and roll to

countries around the world. Along with all of these educational programs, the museum also has a

Museum library and archives that are available to the public (Education, 2010).

The Hall of Fame also holds several festivals for both the city and community. The Martin

Luther King Jr. festival is free and is for the general public. Rock Your World is for the school

district art education. Rock and Soul festival celebrates the various African-American contributions

to rock. Latino Heritage festival celebrates the Hispanic culture, and the World festival celebrates

the various cultures around the world. Some of the community events the museum holds are the

Toddler Rock and Rockin’ the Schools.

Like most museums the Hall of Fame also has a store where people can purchase

memorabilia, apparel, books, glassware, or the chance to donate to the museum.

My Target Audience Choice: Motorcyclists who are Rock Fans

Introduction:

The target audience that I have chosen is motorcyclists who are rock fans for the Rock and

Roll Hall of Fame Museum. Although this audience has been narrowed down, it is still a broad

spectrum of people. Through research and piecing clues together I have targeted male cyclists

between the ages of 50-64. According to a PEW Research Survey, adults from 50-64, ranked rock

as their most often listened to with a 33% popularity (Taylor, 2009). This age group is most

commonly known as the Baby Boomers. This is the generation who first grew up listening to Rock

and Roll, many of whom attended Woodstock. Woodstock, a 1969 music festival in New York has

been described as a “hippie drug fest” or a “celebration of freedom and ideas.”  These adults that are

the ages of 50-64 were the teenagers back in the 1960’s, and back then, rock was seen as a

rebellion. (Taylor, 2009).  Many of these fans are also motorcycle riders, who enjoy touring the

country on their bikes. Over 47 percent of adult rock listeners are more likely to own a motorcycle

(Scarborough). These men are also married or divorced, but have been shown to have a higher

divorce rate based on a PEW study (Taylor, 2010). This target audience also enjoys being on the

internet more than adjacent generations, showing a potential media for advertisements. Unlike other

generations, the Baby Boomers have one of the highest work ethics. Which has increased their

income over the years because they put their families first. The museum has a unique opportunity to

reach these fans, while expressing the youth they grew up in.

Psychographic Elements of Motorcyclists who are Rock Fans:

The needs and wants of this audience at first were simple; people who liked rock music and

motorcycle enthusiasts. According to a Pew Research Center survey, “the biggest perceived

differences emerged in two predictable areas: use of new technology and preferences in music”

(Taylor, 2009). This study showed that two generations differ in understanding new age technology,

and their opinions on different types of music. In another Pew survey, “older boomers [ages 56-64]

are notably more likely to be online” (Cohn, 2010). This increases the chance to show

advertisements online to older motorcyclists. Since, the people from the 50-64 years of age were

alive during Woodstock; they appreciate rock music much more than younger people because they

were actually there to experience it.

A third survey by the Pew Research Center, showed a significant difference in work ethic.

The survey found that 70% of older people have a better work ethic than younger people (Taylor,

2009). This target audience has worked hard for their money by saving and taking every

opportunity to provide for their family. The boomers are reaching their sixties and retirement age,

and by now this age group no longer has to take care of their family. This gives the opportunity to

have more leisure time to ride their motorcycles. It is often thought that motorcycling is for open-

road riding rather than commuting, but recently that has changed. Whether it is due to gas prices or

convenience, many people are riding for basic transportation (Motorcycle, 2009). This would

increase the number of older people who have spare time and want to conserve money because they

would ride their motorcycles more and in turn would listen to music during their ride.

Demographic Elements of Motorcyclists who are Rock Fans:

This target audience known as the baby boomers, range between 50-64 years old. This

generation is one of the U.S. history's largest generations, and PEW research shows that it has

highest percentage of people who listen to Rock and Roll music. In a report by the Bureau of

Transportation Statistics, there was an average of 16.2% of people between the ages of 25-34 who

owned a motorcycle in 1985. Then in 2003, there was an average of 27.9% of people who owned a

motorcycle between the ages of 40-49 (Bureau, 2009). This age gap is similar to the gap of people

who most often listen to rock music. This could represent the same rebellious teenagers who owned

a motorcycle and listened to rock during the 1960’s, and the now 50-64 year olds who continue to

ride motorcycles and listen to rock music. A survey found that 92% of motorcycle owners were

male, indicating that the target audience are male motorcycle owners (Bureau, 2009). In a different

study, Baby Boomer riders outnumbered Gen Y motorcyclists almost four to one. Demonstrating

that the baby boomers are the majority that rides motorcycles (Motorcycle, 2009). Since

motorcycles are often expensive, ranging from $15,000-$50,000, the target must have a higher

income (CycleTrader). In a survey, over 25 percent of rock listeners are more likely to have a

household income of $75,000 or more. Ranking above the national average with over 51 percent

investing in stocks and/or mutual funds (Scarborough). Another demographic element is that this

age group is not worried about is divorce. A PEW survey said, “66% say divorce is preferable to

staying in an unhappy marriage, compared with 54% of younger adults who say so” (Cohn, 2010).

This shows, this target audience would rather be in a happy marriage doing what they love instead

of suffering.

How Target Aligns with the Rock and Roll Hall of Fame Museum

The Baby Boomers, as I said, are one of the most known generations of the American

culture. They are a prime target for the Rock and Roll Hall of Fame because they were around for

most of the rock era and most experienced Woodstock first hand. This target group grew up with

these artists and watched as each artist became famous. Now these same artists have been inducted

into the museum and are able to remind this target about their pasts. The museum offers many

exhibits that would appeal to this target including: The Beatles, Grateful Dead: The Long, Strange

Trip, the Inductee Gallery, and many more. These exhibits highlight well known artists that this

target audience would know and respect. This group of people most often ride cruisers or touring

bikes and can ride for hundreds of miles to go on trips. This opens the possibility of bikers coming

to the different festivals put on by the museum or different motorcycle events that are near

Cleveland.

Due to the fact that many of these motorcyclists are divorced, they are living their own lives

and for many older male motorcyclists this means enjoying the open road. Advertisers could benefit

from marketing to this group because most are retired and do not pay for their families anymore.

This allows more time that they can spend traveling on their motorcycles, listening to music, and

even visiting the Rock and Roll Hall of Fame Museum to reminisce their glory days of being young.

Even though, many younger people do ride motorcycles and listen to rock and roll music, the

majority of the people who would appreciate and learn more from the Rock and Roll Hall of Fame

are the older baby boomers.

Geographic Choice Explanation

Metro area priority No. 1: Minneapolis, MN

The first city I have chosen is Minneapolis, Minnesota. I have narrowed down this city for

many reasons, the most important being the percentage of rock and roll listeners. In a Scarborough

research study, over 38 percent of adults who listened to Rock and Roll music lived in Minneapolis,

MN (Scarborough). Minneapolis has an estimated population of 387, 753 people according to the

U.S. Census. Of that population, there are on average 6 to 7.9 per 100 people who own a motorcycle

(Baer, 2005). That is roughly 23, 266 people who own a motorcycle. Minneapolis is around 755

miles away from the Rock and Roll Hall of Fame Museum in Cleveland, OH, which estimates

around 13 hours and 15 minutes to travel by motorcycle or car (Google Maps). Since, this group of

people lives in the northern region of the country; they have a shorter riding time than most other

states. This means when springtime arrives, riders develop a “spring fever” and anxiously wait for

the first chance to get out and enjoy riding again (LeClair, 2009).

There are several motorcycle clubs and shops in this market. Often referred to as “gangs”,

these motorcycle clubs congregate for several reasons. Some participate in rallies, competitions,

stand together to fight for common causes, raise funds for charities, or simply come together to

enjoy the ride. One of the mottos for a Minneapolis motorcycle club is, “Fun, freedom, enjoyment

of recreational motorcycle riding, and spreading a sense of unity and strength.”  Some of the clubs

include: Street Legal Motorcycle Club, West Banks Motorcycle Clubs, and Minnesota Riders

Association (Minnesota, 2011). Along with these clubs, there are several motorcycle shops located

in Minneapolis including: Cushman Motor Co, Honda Town, and Scooterville Minnesota

(Motorcycle Dealers).

One of the interesting facts I found is that Minnesota only has a helmet law for 17 and under

(Helmet). Therefore my target audience of 50-64 year of age is not required to wear a helmet. I also

found that Bob Dylan, the famous folk rock artist inducted into the Rock and Roll Hall of Fame in

1988, is a Minnesota native (Inductee, 2010). Minneapolis is located in Washington county and

over 29.1% of its population is between the ages of 45-64. This falls in my target audience age of

50-64.

Metro area priority No.2: Des Moines, IA

The second city I have chosen is Des Moines, Iowa. Unlike Minneapolis, there are only 19

percent of adults who listen to rock and roll music and live in Des Moines (Scarborough). This

percentage is roughly half the amount of adult rock listeners than in Minneapolis. However, Des

Moines also has a smaller population estimated at 206, 599 people according to the U.S. Census. Of

this population there is 6-7.9 per 100 people who own a motorcycle (Baer, 2005). That means there

is roughly around 12, 396 people who own a motorcycle in Des Moines. Des Moines is over 665

miles away from the Rock and Roll Hall of Fame, which is estimated to yield an 11 hour and 6

minute motorcycle ride (Google Maps). Since several motorcyclists enjoy recreational riding, it is

customary for riders to travel long distances. However, since Iowa is not as far north as Minneapolis

and does not receive as much snow, there is longer riding periods.

Like Minneapolis, there are several clubs and shops for motorcycles. These clubs also

assemble for social, recreational, and charitable events. Some local clubs include: 100 Ryderz

Motorcycle Club, Angel Riders, and Believers Motorcycle Brotherhood. A nationwide motorcycle

association that has a Des Moines chapter is the American Legion Riders (Longriders Magazine).

There are many motorcycle stores which include: Struthers Brothers, Moto Sports, Mid-States

Powersports, Garvis Honda, Denders Cycle, and Big Barn Harley-Davidson (Motorcycle Dealers).

Most of these clubs refer to cruiser or touring motorcycles, however, since the stores sells all

motorcycle parts they pertain to all bikes.

Unlike many states, where a helmet law is enforced on everyone or underage riders; Iowa

does not require any rider to wear a helmet. Earlier I introduced a quote from the Kneeslider that

said, “Guys aren’t wanting to go 120 miles an hour,” said Gary Sipes, director of sales for Fort

Worth-based American IronHorse. “They want to cruise at 65 or 70 without a helmet and look cool

doing it.” This quote describes this target audience perfectly. They do not want to go fast and speed

through life, they simply want to ride through it and enjoy the scenery. I found that Des Moines, IA

once in Polk County and was renamed to Des Moines county has over 28.4% of its population

between the ages of 45-64. This is a good amount of people in my target audience. Although there

are not any specific motorcycle events that happen in Des Moines, there are several other events

around and in Iowa.

Metro area priority No.3: Pittsburgh, PA

My last city I have chosen is Pittsburgh, Pennsylvania. In the Scarborough research study,

over 34 percent of adults who listened to rock and roll music lived in Pittsburgh, PA (Scarborough).

Pittsburgh is known as the “City of Steel”, “City of Bridges”, and the steel center of the world

(Historical Marker). Pittsburgh’s population is estimated around 307,484 people according to the

U.S. Census. There is around 6-7.9 per 100 people who own a motorcycle (Baer, 2005). That means

there are roughly 12,450 people in Pittsburgh that own a motorcycle. Pittsburgh is the closest city I

have chosen to the Rock and Roll Hall of Fame Museum. It is only 135 miles away, estimating a 2

hour and 26 minute travel time (Google Maps). Pittsburgh is located next to the Great Lakes,

meaning it is in the northern region of the U.S. This results in a shorter riding time for motorcyclists

like in Minneapolis. However, due to the close proximity of the Hall of Fame, it is much easier for

the target audience from this city to visit than those from Minneapolis.

This city also has several motorcycle clubs and stores. These clubs and associations also

assemble to ride for recreational, social, or charitable events. Some of these clubs include:

Alternative Motorcycle Club Pennsylvania Chapter, Demons Motorcycle Club, Iron Order

International Motorcycle Club, Teamster Horsemen Motorcycle Association (Steel horse, 2012), the

Greater Pittsburgh Rider Club, and the American Motorcycle Association District 05 (American

Motorcycle Association). Some of the motorcycle stores located in Pittsburgh is Zanotti Motor

Company, a Honda House, Bohn Cycle Shop, and European Motorcycles of Pittsburgh (Motorcycle

Dealers).

Pittsburgh’s helmet laws are for 20 years of age and below, once again not pertaining to my

target audience of 50-64 years of age. While researching I found that Pittsburgh is located in

Allegheny county, and has over 26.8% of its population that is between the ages of 45-64 (Maciag,

2011). Since my target age is 50-64, this coincides with the information that I presented above.

Each of my chosen cities displays my target’s geographic segmentation, by showing rock

and roll fans, motorcyclists, and baby boomers. All of which tie back to my target audience for the

Rock and Roll Hall of Fame and Museum.

Rock and Roll Hall of Fame Media Plan

Introduction:

My media plan consists of several different types of media vehicles directed towards

motorcycle fans who are looking to visit the Rock and Roll Hall of Fame and Museum. Not only

have I picked vehicles like Motorcycle-USA.com and Biker magazine, but I also used non-

traditional sources like CNN.com, because they direct special attention to my target. My media plan

campaign is spread out over four months, May through August. I first started out by finding what

media vehicles were available in each of my three cities. I then narrowed it down to what vehicles

that best matched my target audience.

Media Type Priorities:

The media vehicle that is best fitted for my target audience is magazine because I feel they

would rather spend time reading a magazine that is specifically directed towards them than a

general newspaper or pay attention to an internet ad. Although I have stated that my target spends a

lot of time on the internet, I feel a hobby related magazine is more suitable after research. My target

are cyclists who listen to rock music, ride motorcycles, and are between the ages of 50-65, so seeing

an ad in a magazine they already read can relay a message that sparks an interest in them.

My second choice is radio because motorcyclists often listen to the radio while on their long

road trips; therefore a quick ad on the radio could leave a spark and leave the rider interested. It may

seem like radio is my top choice because of the amount of money spent on it, but radio is expensive

and requires a large amount of ads before it is recognized. I would have more magazine promotion

but if I spent more in magazine, I would not have enough to evenly distribute throughout the other

media vehicles. Since I went in order of my spread sheet I bought internet ads last, which did not

leave me that much to work with. However, I found internet ads to be effective and rather

inexpensive.

Specific Media Choices:

Magazine Choices:

According to our notes from class there are over 20-25,000 different magazines in the U.S.

which tailor to specific group of people. From this, I found several magazines that relate specifically

to motorcyclists and particularly to cruiser riders. Magazines are important to advertisers because

they break apart a target audience into readers who have a cohesive psychographics. They also are

better quality paper than newspaper, are monthly, and have special editions that focus on a specific

issue.

There are several things that make up magazine placements, inside, 1 st, 2nd, 3rd, and 4th

covers. Out of all of these the most expensive and most seen advertisement is the 4 th cover. This is

because when the magazine is faced down or someone is holding it up in the air, the back ad is

exposed and automatically portrays the message. All of the following magazines had the following

overviews in the SRDS magazine source book.

Biker: Biker magazine focuses on authentic motorcycles that are put together by

motorcyclists for other motorcyclists. It is the perfect combination of motorcycle appreciation, tips,

events and ladies. For this media vehicle I chose to run a full page ad on the inside of this magazine.

I chose to run the ad four times, meaning it would run four all four months in this monthly

magazine because it is a common biker magazine. My total cost for this magazine was $129,780,

which was my second highest magazine.

Iron Works: Iron Works is a magazine for mature and educated Harley Davidson enthusiast.

Since Harley Davidson produces mostly cruiser bikes, it aligns with my target because cruiser bikes

are most often used for traveling. This magazine also concentrates on entertainment, riding, travel,

and vintage American motorcycles but excludes nudity and profanity. For this media vehicle I chose

to run a full page ad on the inside. I chose to run this ad four times which means it would run in all

four months of my campaign. Each ad only cost $3,160, and I could have chosen a cover but I felt it

wasn’t as important as my other magazines.

Blender: Blender magazine captures the essence of today’s music as the voice of rock n’roll.

Since my target is rock and roll fans, this magazine is very suitable. Blender has two special

editions that I have focused on; a Road Trip issue in July and a Music and Internet issue in August.

These two issues focus on the love of music and the love of traveling that my audience enjoys. For

this magazine I chose to run on the 4th cover two times; once for each of the special editions. This

was the highest cost magazine topping at $210,000 with a cost per thousand (CPM) of $20.13.

V-Twin: V-Twin is a magazine that offers new bikes, products, news and more for cruiser

riders. There are custom cruisers and true stories sent in by riders. This would appeal to my target

because true stories about vacation sites give readers an idea of where to take their next travel.

Having an ad here could inspire a reader to visit the Hall of Fame like anticipated and then possibly

have their story in the magazine. For this magazine I chose to run on the 4 th cover for two months.

These were two months centered around different events in the summer that are later explained in

my schedule. The total campaign cost for this was $12,388 with a CPM of $15.68.

Newspaper Choices:

Newspapers are vital to advertisers because they are local and provide a wide spectrum

audience to advertisers. Although newspapers offer different sections or focuses on certain days, the

paper itself reaches thousands of general subscribers. However unlike magazine readers, newspaper

readers are most often educated. A major pro to newspapers is that they are daily, while magazines

are generally monthly; they are also segmented down from state, county, to city. Newspaper prices

are determined by cost per column inch. All of the following newspapers had the following

information in the SRDS newspaper source book.

St. Paul Pioneer Press: The St. Paul Pioneer Press is one of the papers for Minneapolis,

MN. I chose this newspaper because Minneapolis was my largest city so I figured if there was more

than one paper there would be more exposure. I chose to run in the Friday paper under the wheels

section because it was most related to motorcycles. I am running a smaller ad, a 15 column inch at a

cost of $232.05 per col. in. with only 12 insertions for this newspaper. This newspaper also had the

smallest circulation with only 192,000 people.

Star Tribune: The Star Tribune is the larger paper for the Minneapolis metro area. I chose to

run two different times in this newspaper, on Friday and Sunday. On Friday there is a featured

section of Entertainment. I chose to run a 15 col. inch ad at the price of $318 for 10 insertions. I

chose to do fewer insertions than on Sunday because the circulation was only 320,000. On Sunday

the featured section is Travel. I chose to run a 20 column inch ad at the price of $500 for 12

insertions. The circulation for this newspaper is 498,000.

Post Gazette: The Post-Gazette in Pittsburgh is one of the local newspapers offered in

Pittsburgh. This paper also had the highest circulation among the two papers, topping at 355,000. I

chose to run on Sunday in the featured Travel section. The ad size chosen was a 20 column inch ad

at a rate of $485 with 14 insertions. Since this was the only paper I chose for Pittsburgh I chose to

have a larger ad size and more insertions.

The Des Moines Register: The Des Moines Register was the only paper in Des Moines that I

found in the SRDS book. I decided to run on Sunday because it had the higher circulation of

212,000. The only section that related to rock and roll or motorcycles was the Midwest Traveler

section. I chose to run a smaller ad, 10 column inches, with a rate of $341.25 and 16 insertions.

With this many insertions I will be running every Sunday during my four month campaign.

Radio Choices:

Radio is a powerful tool for advertisers because it is audio. For the Rock and Roll Hall of

Fame it is perfect because it is rock and roll music. Radio has the ability to instill lyrics into a

listener’s mind that are related to an ad and get the person thinking about a memory. These ads are

local and able to get on the air quickly and daily. Since my target audience of motorcyclists travel,

many of them listen to the radio on their long trips. This is a prime slot to advertise to this target.

According to our notes, there are several formats but for this media plan the closest

psychographic match is rock, classic rock, or adult contemporary. The radio is based on ratings

which are percentages of listeners in a market that are listening to the specific station this is most

often found on Arbitron.com. The Persons 12+ in the Market is found in the SRDS radio source

book. Choosing a daypart for a station is also important; this refers to when the ad airs or TPC. All

the following radio stations information was collected from these two sources. I did not realize how

expensive radio was and had to therefore budget my media plan around radio spending.

Pittsburgh-WDVE-FM: This is the radio station in Pittsburgh that is has an Album Oriented

Rock format. This was the only format that was even related to rock and would be appropriate to

advertise the Hall of Fame. I chose to run in the AM daypart because my listeners are baby boomers

and most are used to working and commuting so they would listen to the radio on their way to

work. For this station I decided to run 300 insertions.

Minneapolis KQRS-FM: This radio station is located in Minneapolis and has a classic rock

format. I chose this format because my target is “baby boomers” between the ages of 50-65 so they

are more familiar with classic rock. I also chose to run the advertisements in the AM daypart. Since

the price for these advertisements were higher I chose 250 insertions at a rate of $1,164.

Des Moines KKGO: KKGO is a local station in Des Moines that has a format of classic

rock. Like I stated above, my target’s age understands and likes classic rock better than

contemporary rock. I chose to do 300 insertions because the price was drastically lower with a rate

of only $147 per 60-second ad. Radio requires hundreds of insertions because they are quick and

need to be repeated in order for the audience to get the message.

TV Choices:

TV offers advertising a range of possibilities to advertisers because it can do things that

cannot be done in print. For example there is audio/video that can depict humor or demonstration.

There are several types of TV offered as well including Cable and Network TV. Cable TV offers

cohesive audiences for most programming while Network TV reaches a broad audience like FOX or

CBS. Contrary to popular belief, TV is actually cheaper to run advertisements than on radio. Most

people hear about the millions of dollars spent on Superbowl ads so like those people I assumed TV

would be the most expensive. Fortunately I found that TV ranked fourth in my media costs.

Motorcycle TV: Motorcycle TV is a show about news and advice for bike enthusiasts, with

weekly segments on care and maintenance, models, product comparison and safety tips. I am

running ads in each of my chosen cities for this TV show. This show aligns with my target because

it is about motorcycles and my target enjoys everything about motorcycles. Overall I am using 150

insertions for this show.

Motorcycle Talk: This TV show is also about news and advice for motorcycle enthusiasts,

and has sections on travel tips, care and product comparison. My target does not include beginner

cyclists, so this show aligns with my target that simply wants to stay up to date on all the latest

motorcycle events and get basic travel and care tips. Like Motorcycle TV, I am also running

advertisements in all three cities I have chosen. With these three cities combined I am having 145

insertions totally a cost of $105,300.

Travel America: Travel America is a show that highlights popular vacation spots in the U.S.

There are segments on making travel plans, unique local attractions, and hotels and restaurants.

Since my target likes to travel it makes sense to have an advertisement for the Rock and Roll Hall of

Fame as a potential travel destination. I am running an ad in all three cities that I have chosen,

having over 110 insertions. My total CPM for TV is $14.21 with an overall spending cost of

$329,045.

Website Choices:

Banner ads provide advertisers with a cohesive audience that can search for the exact

product. Banner ads can provide audio and video ads, and can sometimes be Youtube'd or Google'd

to see again. Internet banner ads offer the option of interaction which is why so many ads are

successful because they involve the audience. The use of banner ads drives traffic directly to the

website. Using the CPM ad rate worksheet provided in our media plan packet I was able to find the

rate at which ads were priced per 1000 impressions. This simply means the number of times the ad

appears on the page. Then using Compete.com I was able to determine the number of unique

visitors to a specific website. Internet ads were not as expensive as I thought they would be and

after doing this project I would consider internet to be a “cheap” media type.

Motorcycle-USA.com: This is the most common motorcycle website. When I searched

“motorcycle” it was the first website to appear. This site offers: links to other motorcycle sites,

upcoming events, bikes, state information, and more. Motorcycle USA is the most ideal fit for my

motorcycle target.

Motorcyclecruiser.com: The website is directed towards cruiser motorcyclists. Since my

target generally rides Cruiser motorcycles because they are more apt for long trips which aligns

with my target’s needs and interests.

Motorcycleevents.com: This website URL speaks for itself, motorcycle events is a website

dedicated to upcoming events around the country. This would be most commonly used by road

tripping cyclists (my target) who are planning to participate in the upcoming events.

Tripadvisor.com: This is a very common trip planning site and it is why I have chosen this

website. When motorcyclists go to plan a vacation or their next road trip with the “gang” they need

to know travel information and having an ad for the Hall of Fame will spark an interest and the

would possibly plan a vacation to Cleveland, Ohio.

CNN.com: I chose CNN.com because this target is between the ages of 50-65 years of age

and although they are rockers who enjoy riding motorcycles, they are still up to date in the news and

are concerned about the country. Therefore putting an ad on a commonly used website would reach

my target audience in a way they did not expect.

Pandora.com: Pandora is one of the most popular online radio sites and is used by all ages.

Although this site is not specifically directed towards my target, it has classic rock stations so it is

not far off topic. Ads on Pandora must be listened to in order to pass to the next song, so if a listener

continues to listen to a station without changing, the Hall of Fame is most likely to have their ad

heard.

Rollingstone.com: This is a well-known magazine and website that highlights classic rock. I

chose this website simply for the fact that it is known by so many rockers and would be another

perfect alignment for the Rock and Roll Hall of Fame.

Ridermagazine.com: Rider magazine is an online magazine that highlights touring, gear,

rallies, motorcycles, and more. This magazine aligns with my target because my target enjoys

touring motorcycles and it would be a common website for them.

Roadrunner.travel: This is another online magazine that is strictly for motorcycle touring

and traveling. This fits with my target because they would be traveling to the Hall of Fame and

planning trips. This site offers events and reviews over places and products that many experienced

riders would want to have. Thus making roadrunner.travel a key place the Rock and Roll Hall of

Fame should advertise in.

I chose to run insertions every week during my 4 month campaign for every website except

CNN.com and Pandora.com. I chose to do this because there are other audience members on CNN

and Pandora that are not in my target audience. So spending more money to reach a broad audience

is not logical. Therefore I focused on continuous ads for motorcycle, rock, and travel related

websites.

Google Keywords:

For the Google Keyword Based searches I used the AdWord tool on Google to estimate

traffic and the rate for my phrases.

Motorcycle Trip Planner: These key words are going to be used when someone wants to

plan a trip but want to get there by motorcycle and wants accommodations or events.

Motorcycle Cruisers: Cruisers refers to a specific type of bike that is often associated with

road tripping. Having an Ad Word when this phrase is searched would give cruisers, clubs or ideas

of where to travel like the Hall of Fame.

Motorcycle Cruiser Traveling ideas: These key words are like the trip planner search and

are going to be used when someone wants to plan a trip focused around motorcycle road tripping

because of the cruiser motorcycles. It is repetitive, but it is slightly different from motorcycle trip

planner and therefore needed another Ad Word.

Bike Shows: There are several motorcycle bike shows that take place all over the country,

some around Cleveland, Ohio. These keywords would help someone who is trying to get to a bike

show or motorcycle event and could then be directed towards the Hall of Fame.

Motorcycle Events: Like the bike shows key word search, these key words will direct

someone towards motorcycle events around the country. It is slightly different but it would be

commonly searched by motorcyclists who want to travel.

Rock and Roll: Since this project is about the Rock and Roll Hall of Fame, any rock and roll

fan would generally look up Rock and Roll as a search phrase. This would just place an ad to show

a direct search for any travel plans or information about the Hall of Fame.

Rock n’ Roll: Like the rock and roll key word search, rock n’ roll is just a different variation

of the phrase.

Media Plan Schedule:

For my media plan I have decided to run my four month campaign from May to August.

During these months there are various major biker events that are held. Some of these include: The

Ohio Bike Week in Sandusky, Ohio during the first week of June, the Detroit Bike Week in

Michigan during the third week of July, the Easy Riders Rodeo Tour & Motorcycle Rally in

Chillicothe, Ohio during the last week of July, and the Sturgis Bike Week in South Dakota during

the first week of August. I decided to do May to August because it gives people a month’s advance

to learn about all these events and since they are located so close to Cleveland, Ohio, the Rock and

Roll Hall of Fame may have special exhibits that these classic rocker fans would travel to. I also

chose to run in the summer because most of my target lives in the northern part of the U.S. and

cannot get out and ride their bikes until mid-spring to early fall due to harsh and un-ride able

winters. I spread my campaign out by using the bursting method so that the ads do not become

repetitious and boring from a continuous campaign method.

For several of my media vehicles I have chosen there are special editions or features align

with my target audience. For example in each paper there were features like Travel, Entertainment,

and Wheels. In Blender magazine there were two special editions of Road Trip and Music/Internet.

Justification of Money Spent:

Although we were allowed two million dollars for six different media types with 25 media

vehicles, I only spent $1,926,848 for all of them. I was originally over budget but after careful

consideration, I determined which media types were most important in this ad campaign and

decreased my insertions. I believe that this end number although on the higher end of the budget, is

a great use of the budget and provides the best chances for the target audience to ‘get’ the

information that they are provided. By bursting my campaign I have provided the audience with an

informed feeling without feeling badgered with repetitive ads. I feel that the budget is adequate and

allows a reasonable number of ads to be produced without becoming overbearing.

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