scheduling
Because of the buying tendencies of motorcycle purchasers, we decided to initiate our campaign in January 2013. This is because of the best prices for buying a motorcycles are during the colder months. We will plant the seed using various media that this is a prime time to buy and tease the target audience withe the idea of warmer weather and the ideal riding seasons of spring and summer. At the end of the first quarter, March 2013, we will really hit the media hard and generate a lot of interest and emphasize the fun of riding a Harley. For these reasons and the fact that motorcycles are sold year round, but experience a surge in sales during the warmer months due to then being the prime usage time, we will use pulsing scheduling for our media campaign. In the off season, we will keep advertising low, but use heavy advertising during peak riding season.