plan performance
In order to reach our
target of younger men, we need to use the mediums that are most popular with
this age group. Evening television during the weekdays would be one of the
first vehicles that should be grabbed up. Specifics of each of these shows will be later explained in detail. During the first quarter, all of the
new seasons of popular TV shows are starting, so the ratings will be at the
height of the night and the motorcycles ads will have the greatest chances of
being seen by as many of the target as possible.
For a quick example, a full page magazine ad in popular social magazines such as complex magazine and Esquire Magazine because they are heavily read by the young male age group that Harley Davidson is after but also because the themes from the television programing will reflect most of the pop culture’s agenda and will help get the hook. Specific Magazines for the media plan will be listed in the next tab. The audience will be exposed to the Harley Davidson ads during the programing and in text form and will inspire them to be interested in the brand because of its associations.
Frequency with all of the vehicles, (those to be mentioned later also) should coincide with each other; where there would be a package deal bought during several television shows for two or three different networks several nights during the week. the magazines that would be incorporated into the plan would have a full color page ad brought in every issues that comes out, so that would equal to be six ads a year in Complex Magazine and Esquire Magazine would have twelve ads out a year.
The effective frequency for this was a tough one, because a Harley Davidson is such a large and expensive purchase, and in most cases falls into the luxury purchase category, the mount of times our target has to see the ads in order for the message to really sink in is averaged a little high. Several times a week, if not every day, would start to be a promising start for the sinking in process.
For a quick example, a full page magazine ad in popular social magazines such as complex magazine and Esquire Magazine because they are heavily read by the young male age group that Harley Davidson is after but also because the themes from the television programing will reflect most of the pop culture’s agenda and will help get the hook. Specific Magazines for the media plan will be listed in the next tab. The audience will be exposed to the Harley Davidson ads during the programing and in text form and will inspire them to be interested in the brand because of its associations.
Frequency with all of the vehicles, (those to be mentioned later also) should coincide with each other; where there would be a package deal bought during several television shows for two or three different networks several nights during the week. the magazines that would be incorporated into the plan would have a full color page ad brought in every issues that comes out, so that would equal to be six ads a year in Complex Magazine and Esquire Magazine would have twelve ads out a year.
The effective frequency for this was a tough one, because a Harley Davidson is such a large and expensive purchase, and in most cases falls into the luxury purchase category, the mount of times our target has to see the ads in order for the message to really sink in is averaged a little high. Several times a week, if not every day, would start to be a promising start for the sinking in process.