“Customize Your Freedom”Integrated Marketing Campaign

Convivial Advertising

Table of ContentsExecutive SummarySituation AnalysisMarketing GoalsTarget AudienceCreative BriefCreativeMedia ObjectivesMedia StrategyMedia ExecutionBudgetConvivial TeamSources CitedAppendix

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We will position Harley-Davidson as the authentic experience provider of power and individuality.

Harley-Davidson has a rich history in the United States. Founded in Milwau-kee, WI in 1903 by William S Harley and Arthur Davidson. The first bike produced was a single-cylinder engine in 1905 and 1906 with a 26.84 cubic inch engine. In 1907 they built the 53.68 cubic inch V-twin engine. During WWI they made 15,000 motorcycles for the military; creating their name as the American motorcycle. After surviving the great depression the company went on to produce 90,000 motorcycles for WWII in essence securing their title. In the 60’s Harley-Davidson became infa-mous with the motorcycle gangs such as Hell’s Angels and Bandinos. Then in the year 2000 the company introduced the motorcycle version of Ford’s F150. Today it is a company that stands for power and American ingenuity.

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Situation Analysis: HistoryFor this campaign the media objectives will be to reach 60% of the target audience with a frequency of 2.5. This reach and frequency will enable us to accomplish 150 Gross Rating Points. These objectives will be executed through a campaign that will reach its peak during the summer. The campaign will use a combination of national and spot advertising with media buys in television, radio, magazines, outdoor, internet and direct mail. The spot market will focus on eight major markets: Los Angeles, New York, San Francisco, Phoenix, Chicago, Philadelphia, Washington DC and Dallas. By using these media we will be able to reach our target audience and position Harley-Davidson as the authentic experience provider of power and individuality.

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Executive SummaryHarley-Davidson is a nationally recognized American brand. However, it has been having problems with its aging customer base and increased competition for the younger demographic. The marketing goals are to increase sales within our target audience by 3 percent. That would increase the current 1,311,000 bikes with in our target audience to 1,350,330 bikes sold. We also plan to increase product awareness by 15% in out primary target audience. In order to accomplish these goals we will increase marketing in our 8 spot markets as well as market to a younger demographic. The decision was made based on the current trend of Harley customer base aging and the need to increase the their customer base.

SuzukiHeadquartered in Hamamatsu Japan, Suzuki Motor Co., Ltd. was into the au-tomotive market prior to WWII but was forced into producing looms because of the war. Looms turned into basic mo-torcycle engines after the cotton mar-ket collapsed in 1951. Suzuki’s first engine was so innovative that the 36 cc, one horsepower, two-stroke engine, placed on a bike with pedals, received a grant from the Japanese government to further develop their motor which worked whether the pedals were moving or not. Since then, Suzuki has grown to represent a major motorcycle competi-tor, especially in the speed bikes. Their 2010 advertising included a major em-phasis in Network TV, Magazines, Inter-net, and Outdoor. Suzuki bikes include several different styles, but they are know for their sport bikes. Their bikes range from $5000 to $15,000. They are one of Harley’s biggest competitors with the younger generation.

Kawasaki motorcycles are made by Kawasaki Heavy Industries under the Motorcycle & Engine division. They are produced in plants located throughout the world in Japan, the United States, Thailand, Indonesia and the Philip-pines. Their motorcycles have been produced since 1954. The Ninja ZX is their biggest seller. In 2010 alone Ka-wasaki spent $568,500 on advertising for the Ninja ZX. Additionally they spent

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Situation Analysis: CompetitionHondaHonda’s success has been attributed to their expertise in the internal combus-tion engine. Honda is and has been the largest manufacturer of motorcycles in Japan since it started production in 1955. In the United States, they account for 28% of the market share, having spent $2,419,400 on advertis-ing in 2010. Judging from their media spending last year, Honda advertises most heavily in Jan, Apr, May, and October, with more medium spend-ing in Feb, Mar, Aug, and Sept, with the remaining months receiving very little advertising dollars. They spent most of these dollars in cable TV, with network and spot TV, Magazines, and US Internet each receiving significantly smaller amounts of money. Honda’s motorcycles retail from $3,999 and 249cc, to $23,199 and 1832cc. Their most well known bikes are two of their cruisers, the Shadow and Rebel, as well as their flagship touring bike the Honda Gold Wing. While Honda associates themselves with speed through some of their sponsorships, they provide a significant threat to the younger gen-eration of potential Harley customers in the power bike area because of how similar their bikes are to Harley.

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Situation Analysis: CompetitionYamahaYamaha motorcycles are manufactured by Yamaha Motor Corporation, USA. The Yamaha Motor company began as a musical instruments company. Wish-ing to expand their horizons, in 1955 they opened the Yamaha Motor Co., LTD. and were manufacturing about 200 units per month. Since that time their product line increased. They have also expanded and have moved their headquarters from Japan to Cypress, California. The company serves custom-ers in thirty-three countries. In 2009 they spent $5,592,700 on advertising. This included motorcycles, motorcycles & ATVS and sponsorships such at mo-tocross. Yamaha controls about 12.5% of the market. Their bikes range from $4,000 to $20,000. Yamaha bikes are most well known for their speed. They are a competitor with Harley-Davidson for the younger demographic.

1,296,300 on advertising for their mo-torcycle line in general. Their main me-dium for advertising is magazines, but they also allocated a large portion of their budget to internet advertising and a small amount to spot television. Their motorcycles are on the lower end of the spectrum for cost. They start around $4,000 and go up to about $18,600. Because of their lower cost they are more popular among our target audi-ence and present some competition for Harley-Davidson.

Triumph Motorcycles is a British owned company that serves over 30 countries world wide. Triumph’s first motorcycle was produce in 1902 which had a small 2.25hp engine. Their main source of sales comes from the United States and Canada accounting for 40 percent. Their production of motorcylces in-clude cruisers, touring, sportsters, and speedsters. Their new 2011 models range from $7,999- $17,299. Acces-sories on Triumph bikes include lots of chrome piping and 1-4 color options per motorcycle with no custom paint options available.

Triumph

Kawasaki

Our Company’s Goals• Increase sales of motorcycles within our primary audience by 3%.• Increase product awareness by 15% within our target audience.• Increase sales overall by 1%.

These goals were formulated in con-junction with the goals stated by Har-ley-Davidson. With the aging generation no longer able or interested in riding a motorcycle Harley is loosing their larg-est demographic. The average age of a Harley rider has gone from 38 to 46 in the past decade and it continue to rise. In 2009 Harley sales increased by 21% over all, but their cruiser bikes declined by 21%. Harley-Davidson needs to infuse in a new demographic to remain on top. That is why the primary goals are in regards to the younger demo-graphic, but still not ignoring the cur-rent customer base.

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Marketing GoalsStrengthsBrand equity and iconic soundLong history of American ideals PowerImage of freedomLarge range of productsMonopoly on the cruisersAmerican Icon factorHarleys make you feel good

Mainly an older demographicUnwanted Hell’s Angel imageMain source of advertising in magazines and through customerNot reaching the younger demographic

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Situation Analysis: SWOTTV and Radio PresenceInteractive new media such as i-pods and i-pads

More expensive priceAging demographic cannot rideOther Competitors: Yamaha Honda Suzuki Kawasaki Triumph

Weaknesses

Threats

Opportunities

To achieve the greatest amount of reach when targeting men between the ages of 25 and 39, we researched which media and what media vehicles motorcycle enthusiasts consumed the most of. Motorcycle enthusiasts are high consumers of cable television and magazines. Some of the most watched cable television channels were Country Music Television with an index of 141, Speed Channel with an index of 176, Comedy Central with an index of 115, FX with an index of 115, History Channel with an index of 115, and Military Channel with an index of 143.

Motorcycle enthusiasts are also high consumers of magazines. The magazine types our target market favored the most were automotive magazines with an index of 131, fishing and hunting magazines with an index of 135, motorcycle magazines with an index of 332, and science and technology magazines with an index of 136. The magazines with the highest consumption were Car and Driver with an index of 134, Consumer Reports with an index of 117, Cycle World with an index of 309, Dirt Rider with an index of 317, Guns and Ammo with an index of 171, and Popular Mechanics with an index of 144.

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Primary Audience: Younger Generation• ages 25-39• white males• Income $50,000+

Secondary Audience: Older Generation • ages 40-54• white males

Target AudienceOur primary target audience includes 25-34 year old, white males, who have attended some college, and now work in the fields of natural resources, construction and maintenance, or other fields. They make between $50,000 and $74,999 a year and live spread throughout the country. They have been married, but there is a likelihood that they are divorced or legally separated, and they may have a child less than a year old. They have lived at their pres-ent address for at least a year, which home is worth between $50,000 and $199,999.

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Target Audience

Our secondary audience is composed of 45-54 year old, white males who are the older version of our primary audience. They now make between $75,000 and $149,999 after having attended some college, and continue to work in Natural Resources, Con-struction and Maintenance or other industries. They may or may not be currently married, but it is likely that they have kids, ages six or older. This target audience now owns their home which they have lived in for more than five years and which is worth between $200,000 and $499,999.

Target Audience: Media ConsumptionMotorcycle enthusiasts are medium to high consumers of radio with the most listened to day parts being Monday through Friday, 3:00 p.m. to 7:00 p.m. with an index of 118 and Monday through Friday, midnight to 6:00 a.m. with an index of 147. They are also medium to high consumers of internet with the most consumed websites being Wikipedia with an index of 113, Ebay.com with an index of 140, and Weather.com with an index of 121. We have narrowed down these vehicles and selected the ones we feel will give us the greatest reach while reaching our target market in a cost-effective manner.

Motivation to BuyConsumers purchase Harley-Davidson motorcycles predominantly for the companionship of other Harley riders. Purchasers are also looking for a sense of belonging on the one hand, and a way to express their individuality on the other. Consumers express this individu-ality by purchasing parts to customize their bikes. Consumers purchase Harley motorcycles specifically, because they can enjoy the status of owning a Harley.

The national ad campaign is designed to reposition Harley-Davidson within our target audience and to encourage them to download a new iPhone and Android App. On the local level, joint dealer advertisements are designed to drive people to the website and into stores in order to take advantage of an offer.

The traditional Harley attitude will serve as the tone of this campaign, complete with emotional ties to Harley owner fellowships and appeals to freedom enabling customization that promotes individual expression.

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Product/Client: Harley-Davidson

Harley-Davidson is one of the most well known American brands. They are best known for their premium motorcycles which allow users to have a very loud, power filled experience on every ride. While their cruisers start at around $20,000, their youth oriented, entry level bikes start at around $8,000. Harley-Davidson was incorporated in 1907 and they are located in Milwaukee, Wisconsin. Their brand recognition, bike customization, and reputation as high quality and powerful are their greatest advantage. Still, younger riders 25-34 who are the future purchasers of the expensive cruiser, face a very segmented and competitive field with numerous Asian and European brands that have been stealing market share.

We will position Harley-Davidson as the authentic experience provider of power and individuality.

Our primary target audience includes 25-34 year old, white males, who have attended some college, and now work in the fields of natural resources, construction and maintenance, or other fields. They make between $50,000 and $74,999 a year and live spread throughout the country. They have been

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Creative BriefBrief Description

married, but there is a likelihood that they are divorced or legally separated, and they may have a child less than a year old. They have lived at their pres-ent address for at least a year, which home is worth between $50,000 and $199,999.

Our secondary audience is composed of 45-54 year old, white males who are the older version of our primary audience. They now make between $75,000 and $149,999 after having attended some college, and continue to work in Natural Resources, Con-struction and Maintenance or other industries. They may or may not be currently married, but it is likely that they have kids, ages six or older. This target audience now owns their home which they have lived in for more than five years and which is worth between $200,000 and $499,999.

Suggested Positioning

Target Audienxc

Creative BriefOur big idea is to demonstrate the customizability of Harley-Davidson mo-torcycles while reaching a new target market. We want to show through our marketing and advertising strategies that Harley-Davidson appreciates indi-viduality through the tagline “Custom-ize your Freedom.” We will emphasize that Harley-Davidson offers full motor-cycle customization while also being the experience provider of power and freedom. We will develop this big idea through traditional advertising such as television, magazine, radio, outdoor, and direct mail and nontraditional media such as social media, an iphone app, event, and guerilla marketing.

Purpose of Advertising

Suggested Tone of Approach

Big Idea

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Creative

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Creative

We let you customize because we like that everyoneʼs a little bit different.

Come join our family. Customize your Freedom. We know everyone’s a little bit different. So why shouldn’t your motorcycle be too? At Harley Davidson, we let you make your bike exactly how you like it. So come join the club that appreciates individuality by visiting your local Harley-Davidson dealer or visiting harley-davidson.com. Notorious since 1903.

Video: Wide shot of back road then we see a motorist ride past on the road.Audio: Simple background noise then hear the sound of a motorcycle engine coming closer.

Video: Camera then pans past the motorist and sees six more motorists with the same bike. Camera watches them ride for four seconds.Audio: Sound of same six motorcycles riding. Then a different motorcycle engine sounds behind them.

Video: Camera then pans back to the six riders as they look down at their bikes and each other dissapointed. Audio: The Harley-Davidson motorcyle revs its engine and the engine dies down as it speeds away from the other motorists.

Video: Camera then switches to new motorcyle as the rider passes the others. The rider looks at them and chuckles to himself. Audio: The rider laughs to himself and then speeds ahead of the other riders.

Video: Camera watches Harley-Davidson motorists ride away.Announcer: Don’t be a copycat. At Harley-Davidson, we let you customize your bike from your handle bars to your exhaust intake.

Video: Camera then flashes to Harley-Davidson’s logo and information.Announcer: Come join the club that’s appreci-ated individuality since 1903. Harley-Davidson. Customize your freedom.

Customize Your Freedom. Visit your local Harley-Davidson dealer or harley-davidson.com/customize to 

learn more about our new custom bikes and the rally nearest you.

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Creative

Customize Your HarleyFit            FunctionStyle             Performance

Cost Estimate:Nearest Harley Dealer:

Harley-Davidson will create an iphone app that will allow users to customize their own harley bike from the handle-bars to their seat cushion as many times as they want. They can save their selection if they eventually choose to purchase a harley bike as well. This app will be free to all users that have access to any smartphone.

Creative

Harley-Davidson will send miniature customizable toy motorcyles to every Harley owner, those who have entered their mailing list, as well as Honda and Suzuki owners. These miniature toy Harley’s will come with a pouch that has other colors of handle bars, seat covers, and side details. The toy is meant to be taken apart to show its audience how Harley-Davidson lets you customize your bike however you like.

This direct mail piece will be a part of Harley Davidson’s dealership co-operative advertising. Harley-Davidson and the dealer will each pay half the cost of the direct mail. This direct mail piece is an inventive way to show Harley-Davidson consumers their new custom bike while letting them explore and play with their many options. This will be a relatively low cost to spend compared with the response we expect Harley-Davidson to receive.

National and Spot:For the Harley-Davidson campaign we determined to use a combination of both national and spot advertising. This will allow us to advertise broadly and also concentrate on the cities with the greatest potential for growth (see spot markets).

These 8 spot markets were determined by examining the potential of 50 of Harley-Davidson’s markets. Looking at our target age group of 25-34 year olds and also the average household income, the estimated new sales in the area, recreational vehicle lifestyles, the percent of US motorcycle commuters and the estimated new Harley sales for that demographic 8 cities were chosen. In order of highest EV%: Los Angeles, New York, San Francisco, Phoenix, Chicago, Philadelphia, Washington DC and Dallas.

We are going to peak during the summer which is the optimal time for bike riding. There are two months before and after that we will be advertising as well to create a buzz. There is a smaller campaign planned for November and December to advertise for the Christmas season.

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Media StrategyAccording to the data the following goals have been established:

The reach is set at 60%. We deter-mined that due to the need to get more customers we needed more reach than frequency. We set a realistic goal that can be achieved by our budget. This will enable us to reach three- fifths of our target audience.

The frequency goal is set lower because Harley-Davidson is such a well known brand. Other factors were considered (see Ostrow Model).

To determine the Gross Rating Points (GRPs) we multiplied the reach (60) times the frequency (2.5). The out come is a GRP of 150. Thus to accom-plish our media objectives we will need at least 150 GRPs.

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Media Objectives

Reach: 60%

Frequency: 2.5

Gross Rating Points: 150

Budget IdentifiedWe used the payout planning method to create a budget of 13.2 million. This budget will allow Harley-Davidson to dominate with the younger demograph-ic as well as maintain their current customer base. Spot Markets:

Scheduling Patterns:

The non-traditional media we will use will be an app for smart-phones, and apple products. The application will enable users to create their own ride which will propel them to buying their creation. Refer to the big idea section for more details.

To learn more about the specifics of the media mix please see the chart that follows. We determined to spend the most money on TV and internet to reach our target market. We also discovered a gap in advertising and determined to dominate both radio and outdoor. We decided to spend less in magazines due to the already saturated field. The other media we determined based upon the target audience and where they spend the majority of time.

In 2009, Harley-Davidson’s over all share of voice was around 39%. In 2011 with the current budget Haley will jump to 57% of the voice (considering all other companies stay the same).

Promotional Ideas:

Media Mix:

Share of Voice:

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Media StrategyWe are using a combination of Net and Spot Prime with Net Cable Prime television. We chose this medium because our target audience is heavy to medium television users. We will be able to meet our specific marketing goals of reach and frequency with the use of both national and spot advertising.

With an index number of 125 motorcyclists are heavy users of the radio. We chose to use this to our advantage by heavily using both National and Spot Radio. Our pulsing schedule involves continuous use of Net and Spot Radio on the Morning Drive, with the addition of Spot Radio on the Evening Drive. We have a flighting schedule on the Net Evening Drive due to the fact that most activities throughout the summer months are during the daytime. Due to this fact we have purchased Net Daytime scheduling during the months of June and July.

We have a continuous schedule of advertising in men’s magazines. We are using less than ten percent of our budget for this medium because our target audience members are light-medium users of magazines.

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Media Execution

Net TV-Prime

Net Cable-Prime

Net Radio-Morning Drive

Net Radio-Daytime

Net Radio-Evening Drive

Magazines-Mens

Internet-Trgtd Sites

Spot TV-Prime

Spot Radio-Morning Drive

Spot Radio-Evening Drive

Outdoor Direct Mail

Total

952.6 2280.6 965.7 189.9 519.1 959.5 1655.5 1748.2 1005.2 754 1043.3 1113.2 13186.8

Media Mix Percentage of Advertising Dollars Net TV-Prime

Net Cable-Prime

Net Radio-Morning Drive

Net Radio-Daytime

Net Radio-Evening Drive

Magazines-Mens

Internet-Trgtd Sites

Spot TV-Prime

Spot Radio-Morning Drive

Spot Radio-Evening Drive

Outdoor Direct Mail

Total

7% 17% 7% 1% 4% 7% 13% 13% 8% 6% 8% 8% 100%

Share of Voice

Net TV-Prime

Net Cable-Prime

Net Radio-Morning Drive

Net Radio-Daytime

Net Radio-Evening Drive

Magazines-Mens

Internet-Trgtd Sites

Spot TV-Prime

Spot Radio-Morning Drive

Spot Radio-Evening Drive

Outdoor Direct Mail

Total

38% 26% 100% 100% 100% 11% 38% 67% 89% 86% 78% stats unknown

57%

  Due to the fact that our target audience are medium internet users we established a flighting schedule for internet advertising. We chose to use banner ads to be displayed on the top sites used by members of our target audience. We are using banner ads because they are viewed more than cost-per-click advertisements and more than keyword search advertisements.

During our peak months of the campaign we chose to include outdoor advertising. These months were chosen because most people are outdoors in the summer months of June and July, and the chances of exposures increase.

We included a flighting schedule of direct mail in our campaign because Harley-Davidson is currently using direct mail to their competitors and target audience. We decided to continue this method because we can directly advertise to motorcyclist and our target audience.

Television:

Radio:

Magazines:

Internet:

Outdoor:

Direct Mail:

Total: $4,981,400

Total: $3,433,900

Total: $959,500

Total: $1,043,300

Total: $1,655,500

Total: $1,113,200

Expenditures in $(000)

The plan behind the budget comes from the idea of the payout planning. This type of budget, “Includes not only the regular advertising budget, but also allocates the brand’s profits for adver-tising for a limited time. Usually for new product introduction.” That is ex-actly what this plan aims to do. In 2009 Harley-Davidson spent $9,723,700 to maintain their image. In 2011 we plan to keep the maintenance and add to gain the younger demographic as well as retain the current market base (the older demo). We will add to the 9.7 million and additional $4,463,500 bringing the grand total for the 2011 budget to just under 14.2 million. (not including outdoor advertising)

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Budget

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Budget

Expenditures in $(000)

BUDGET

The plan behind the budget comes from the idea of the payout planning. This type of budget, “Includes not only the regular

advertising budget, but also allocates the brand’s profits for advertising for a limited time. Usually for new product

introduction.” That is exactly what this plan aims to do. In 2009 Harley-Davidson spent $9,723,700 to maintain their image. In

2011 we plan to keep the maintenance and add to gain the younger demographic as well as retain the current market base

(the older demo). We will add to the 9.7 million an additional $3,463,500 plus $1000 for the creation of the app bringing the

grand total for the 2011 budget to just 13.2 million.

EXPENDITURES IN $(000)

Net TV-Prime

Net Cable-Prime

Net Radio-Morning Drive

Net Radio-Daytime

Net Radio-Evening Drive

Magazines-Mens

Internet-Trgtd Sites

Spot TV-Prime

Spot Radio-Morning Drive

Spot Radio-Evening Drive

Outdoor

Direct Mail

Total

952.6 2280.6 965.7 189.9 519.1 959.5 1655.5 1748.2 1005.2 754 1043.3 1113.2 13186.8

   Additional  Information:    The  two  softwares  necessary  to  create  the  app  for  the  apple  products  and  the  smart-­‐phones  will  cost  an  additional  $1000  on  top  of  the  13,187(000)  making  the  complete  total  13,188(000).    Budget  Breakdown  (excluding  non-­‐tradition)  

       

 

Additional Information:The two softwares necessary to create the app for the apple products and the smart-phones will cost an additional $1000 on top of the 13,187(000) mak-ing the complete total 13,188(000).

BUDGET

The plan behind the budget comes from the idea of the payout planning. This type of budget, “Includes not only the regular

advertising budget, but also allocates the brand’s profits for advertising for a limited time. Usually for new product

introduction.” That is exactly what this plan aims to do. In 2009 Harley-Davidson spent $9,723,700 to maintain their image. In

2011 we plan to keep the maintenance and add to gain the younger demographic as well as retain the current market base

(the older demo). We will add to the 9.7 million an additional $3,463,500 plus $1000 for the creation of the app bringing the

grand total for the 2011 budget to just 13.2 million.

EXPENDITURES IN $(000)

Net TV-Prime

Net Cable-Prime

Net Radio-Morning Drive

Net Radio-Daytime

Net Radio-Evening Drive

Magazines-Mens

Internet-Trgtd Sites

Spot TV-Prime

Spot Radio-Morning Drive

Spot Radio-Evening Drive

Outdoor

Direct Mail

Total

952.6 2280.6 965.7 189.9 519.1 959.5 1655.5 1748.2 1005.2 754 1043.3 1113.2 13186.8

   Additional  Information:    The  two  softwares  necessary  to  create  the  app  for  the  apple  products  and  the  smart-­‐phones  will  cost  an  additional  $1000  on  top  of  the  13,187(000)  making  the  complete  total  13,188(000).    Budget  Breakdown  (excluding  non-­‐tradition)  

       

 

Budget Breakdown (excluding non-tradional)

Brenton Anderson was born and raised in Green River Wyoming. Finished his undergrad this semester, Brenton is looking to graduate with a bachelor’s degree in business management with an emphasis in marketing and clusters in advertising and web design. For the past two semesters, Brenton has worked part-time for BYU-Idaho at University Communications, and is looking forward to his internship with Southwest Airlines this summer doing web marketing analysis. If he had the funds, Brenton would purchase the Harley-Davidson 1200 Custom.

Eliza Browning is from Henderson, NV. She is a student at BYU-Idaho and will graduate with her bachelor’s in political science and minor in communications in April 2011. She has worked at the Student Records and Registration Office for just over three years. She also had the wonderful experience of working on the Keith Allred gubernatorial campaign. She is happily married to Jakob Browning. The two live in Rexburg, ID.

Bre Christensen is from Dallas, Texas. She will graduate in July from BYU-Idaho with her bachelor’s in communications with an emphasis in advertising and two clusters in marketing and graphic design. After graduation she plans on pursuing editorial layout design. She has most recently worked on the Walmart home office campaign. She enjoys traveling and reading. Her favorite Harley-Davidson is the Sportster Forty-Eight in Pearl.

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Meet Convivial

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Colleen Johnson is from the Washington, D.C. area. She anticipates graduating from BYU-Idaho in July 2011 with a degree in communications, emphasizing in public relations. She has worked for the Student Alumni Office and is currently employed with the Communications Department. She has done multiple public relations campaigns, the most recent being for The Romance Theater in Rexburg, ID.

Branden Keck grew up in the Washington D.C. area on the Virginia side of the Potomac. He served a two-year mission for The Church of Jesus Christ of Latter-day Saints in Denver, CO. He is a communications major studying public relations and is expected to graduate with a bachelors degree in July 2011. He is happily married to Jessica Keck and they have a son, Aiden Keck. They are currently living in Rexburg, Idaho. His favorite Harley-Davidson is the Iron 883, black.

 

 

http://www.yamaha-motor.com/

http://www.kawasaki.com

http://www.suzukicycles.com/Prod-uct%20Lines/Cycles.aspx?sc_lang=en

http://www.triumph.co.uk/usa/

http://powersports.honda.com/

New Harley CompetitiveNew Harley Demo/Marketing InfoNew Harley Market/Sales InfoNew Harley Media Data

Fall 2009 Product. Trucks/ATV/Motor-cycles. Motorcycles - Number Owned. http://ureporter.mriplusonline.com/selectdemo.asp

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Sources Cited

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Appendix: Ostrow Model

The Ostrow Model of Effective Frequency

Low Required Frequency Frequency Adjustment High Required Frequency Market Factors Established brand -0.2 -.1 +.1 +.2 New brand High market share -.2 -0.1 +.1 +.2 Low market share Dominant brand in market -0.2 -.1 +.1 +.2 less know brand in market High brand loyalty -0.2 -.1 +.1 +.2 Low brand loyalty Long purchase cycle -.2 -0.1 +.1 +.2 Short purchase cycle Product used occasionally -.2 -0.1 +.1 +.2 Product used daily       +.1 +.2 Need to beat competition       +.1 +.2 Adv. to older consumers/ kids Copy Factors that Affect Frequency Simple Copy -0.2 -.1 +.1 +.2 Complex Copy Continuing old campaign -.2 -.1 +.1 +.2 copy less unique than

competition Product sell copy -.2 -0.1 +.1 +.2 Image type copy Single kind of message -0.2 -.1 +.1 +.2 More difficult kinds of messages avoid wearout: new message -.2 -0.1 +.1 +.2 Older message Large advertising units -.2 -.1 +.1 +.2 Small advertising units Media Factors Low clutter -.2 -.1 +.1 +.2 High clutter Favorable editorial setting -.2 -0.1 +.1 +.2 Neutral editorial setting High audience attentiveness -.2 -0.1 +.1 +.2 Low audience attentiveness Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling Few media vehicles -.2 -.1 +.1 +.2 More media vehicles High repeat exposure media -.2 -0.1 +.1 +.2 Low repeat exposure media  

 

total frequency= 2.5

Yamaha Motors.com

Kawasaki.com

Suzukicycles.com

Triumph.co.uk

Honda.com

Mediaflightplan.com

MRI

Adage.com

Mintel

Harley_Davidson reports. http://adage.com/results?endeca=1&searchprop=AdAgeAll&return=endeca&search_offset=0&search_order_by=score&search_phrase=Harley+Davidson

Fall 2002. Simons National Survey Spring 2002. Motorcycle profiles. http://academic.mintel.com/sinatra/oxygen_academic/my_reports/

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Appendix: Primary Target Audience

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Appendix: Secondary Target Audience

Total 109165 10129 9.3 100 100Educ: attended college 28860 3256 11.3 32.1 122Age  25-­‐34 20264 1629 8 16.1 87Occupation: Natural Resources, Construction and Maintenance Occupation12830 1561 12.2 15.4 131Occupa:on:  Other  Employed 22829 2710 11.9 26.8 128HHI$60,000-­‐$74,999 12559 1360 10.8 13.4 117HHI$50,000-­‐$59,999 9605 907 9.4 9 102Census  Region:  North  East 19848 1838 9.3 18.1 100Census  Region:  South 39879 3274 8.2 32.3 88Census  Region:  Midwest 24161 2529 10.5 25 113Census  Region:  West 25277 2488 9.8 24.6 106Marital  Status:  Now  Married 62245 5873 9.4 58 102Marital  Status:  Widowed/Divorced/Legally  Separated14839 1542 10.4 15.2 112Child  age:  <12  months * 3827 368 9.6 3.6 104Years  At  Present  Address:  1-­‐4  Years 31720 2717 8.6 26.8 92Home  value:  $100,000-­‐$199,999 23371 2424 10.4 23.9 112Home  value:  $50,000-­‐$99,999 9130 987 10.8 9.7 116Race:  White 83230 9173 11 90.6 119

Primary  Audience

Fall  2009  Product:  Trucks/ATV/MotorcyclesMotorcycles  -­‐  Number  OwnedHousehold  owns  anyMen

Total  '000 Proj  '000 Pct  Across Pct  Down Index

Total 109165 10129 9.3 100 100Educ: attended college 28860 3256 11.3 32.1 122Age  45-­‐54 21598 2753 12.7 27.2 137Occupation: Natural Resources, Construction and Maintenance Occupation12830 1561 12.2 15.4 131Occupa:on:  Other  Employed 22829 2710 11.9 26.8 128HHI150,000+ 12118 1259 10.4 12.4 112HHI$75,000-­‐$149,999 33267 3773 11.3 37.2 122Census  Region:  North  East 19848 1838 9.3 18.1 100Census  Region:  South 39879 3274 8.2 32.3 88Census  Region:  Midwest 24161 2529 10.5 25 113Census  Region:  West 25277 2488 9.8 24.6 106Marital  Status:  Now  Married 62245 5873 9.4 58 102Marital  Status:  Widowed/Divorced/Legally  Separated14839 1542 10.4 15.2 112Child  age:  6-­‐11  years 19185 1808 9.4 17.9 102Child  age:  12-­‐17  years 20357 2207 10.8 21.8 117Years  At  Present  Address:  5+  Years 59460 6095 10.3 60.2 110Home:  Owned 76784 8150 10.6 80.5 114Home  value:  $200,000-­‐$499,999 21651 2386 11 23.6 119Race:  White 83230 9173 11 90.6 119

Fall  2009  Product:  Trucks/ATV/MotorcyclesMotorcycles  -­‐  Number  OwnedHousehold  owns  anyMen

Total  '000 Proj  '000 Pct  Across Pct  Down Index

Secondary  Audience

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Appendix: EV Percentages

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Appendix: EV PercentagesEst New Recreational Est New

Motorcycle Vehicle % of US HarleyPopulations (000) Avg. HHI Sales Lifestyle Motorcycle Sales

Code DMA MARKET NAME Age18+ Age18-24 Age25-34 Age35-44 W18+ W18-24 W25-34 W35-44 $(000) Units Index Commuters Units501 New York, NY 15553.1 1761.5 2857.5 3348.3 8251.2 869.0 1483.1 1714.5 78.6 27026 57 2.45 12941803 Los Angeles, CA 12141.6 1634.4 2529.3 2680.9 6312.6 839.5 1302.6 1325.9 69.0 66942 96 9.42 19804602 Chicago, IL 6978.9 889.8 1368.8 1486.0 3641.9 429.5 699.1 753.7 75.4 13991 68 1.00 9358504 Philadelphia, PA 5763.0 710.1 950.8 1195.5 3071.2 356.3 491.5 620.8 68.6 19080 69 1.68 7675807 San Francisco et al, CA 5319.3 580.9 1052.8 1162.1 2648.1 270.5 509.1 552.4 95.2 22962 77 7.75 10343506 Boston et al, MA-NH 4752.4 557.4 818.0 1032.9 2512.5 281.0 436.5 527.1 77.0 21899 77 1.07 6398511 Washington et al, DC-MD 4427.4 508.9 841.1 1007.4 2355.7 255.0 458.1 524.1 84.6 20862 63 1.63 8225623 Dallas-Ft. Worth, TX 4483.0 598.1 947.4 1023.0 2317.3 294.0 485.5 502.6 70.1 19093 88 2.01 5801505 Detroit, MI 3722.2 446.7 671.9 790.0 1948.1 218.1 346.0 401.9 72.6 18532 102 0.56 4494524 Atlanta, GA 4072.4 535.0 855.7 937.0 2136.5 264.5 454.7 474.0 72.2 22273 86 1.40 5454618 Houston, TX 3804.0 521.9 783.4 847.6 1967.0 257.5 401.4 424.3 67.2 15921 87 2.05 4854510 Cleveland, OH 2951.9 346.9 469.5 585.1 1549.8 170.7 240.7 300.5 60.6 13387 80 0.39 2966613 Minneapolis-St. Paul, MN 3126.0 410.5 550.1 684.7 1640.3 207.7 289.9 349.3 71.0 10478 129 0.81 4281819 Seattle-Tacoma, WA 3333.8 411.6 602.5 709.1 1705.7 199.6 306.7 355.2 70.0 17339 125 2.45 5251528 Miami-Ft. Lauderdale, FL 3165.6 349.0 556.7 676.0 1663.3 167.1 282.8 342.9 60.7 8807 59 1.98 3255539 Tampa et al, FL 3075.6 295.4 435.3 547.6 1621.2 146.6 221.8 278.6 57.0 16923 81 2.47 3410508 Pittsburgh, PA 2262.8 269.1 325.5 418.7 1195.9 133.4 163.1 217.1 54.0 13968 86 0.40 2023609 St. Louis, MO 2264.4 281.4 374.4 466.9 1222.8 142.7 198.5 245.1 62.3 10250 85 0.51 2599862 Sacramento et al, CA 2653.9 363.0 462.7 553.2 1401.4 191.7 252.8 280.6 63.5 16664 129 2.20 3597753 Phoenix, AZ 3133.8 406.2 602.5 625.9 1604.7 203.6 299.5 305.4 63.4 21955 128 4.82 4210751 Denver, CO 2720.7 360.1 540.0 590.5 1373.2 174.7 267.6 288.9 73.6 12645 129 1.34 3994533 Hartford & New Haven, CT 1956.2 226.7 303.6 412.5 1023.7 111.0 157.2 211.1 70.8 8969 77 0.44 2853534 Orlando et al, FL 2450.4 276.5 386.9 479.9 1283.0 136.2 197.7 242.7 57.2 15618 88 2.87 2746512 Baltimore, MD 2115.1 251.3 351.5 459.8 1112.4 124.7 188.4 237.6 69.7 10756 70 0.49 3082825 San Diego, CA 2205.0 317.9 442.6 465.5 1108.3 147.3 219.0 224.6 70.1 16456 101 3.09 3642527 Indianapolis, IN 1975.7 266.5 353.5 408.5 1027.5 133.4 181.3 205.8 61.3 9397 88 0.58 2160500 Portland-Auburn, ME 747.5 82.1 108.1 153.7 398.7 41.0 58.2 82.3 55.6 4838 129 0.13 762515 Cincinnati, OH 1656.0 217.3 287.5 348.5 870.8 109.5 150.4 178.1 64.8 7048 79 0.37 1988616 Kansas City, MO-KS 1650.9 218.5 295.6 344.1 886.6 113.6 157.5 178.9 63.4 7359 86 0.46 2017617 Milwaukee, WI 1660.5 213.4 280.6 348.6 863.8 104.1 141.6 178.1 65.0 5536 95 0.50 1947517 Charlotte, NC 1914.1 232.2 367.7 410.7 998.2 116.7 188.7 204.5 62.0 10891 91 0.70 2138659 Nashville, TN 1742.7 231.7 327.3 362.0 915.3 113.5 166.8 185.4 57.2 10045 94 0.58 1726560 Raleigh et al, NC 1863.4 260.5 376.2 399.1 970.7 126.8 190.8 201.6 61.5 10384 78 0.90 2068535 Columbus, OH 1616.2 219.7 305.3 339.8 834.4 107.9 158.9 168.6 60.9 6332 84 0.34 1838567 Greenville et al, SC-NC 1548.3 191.9 256.8 292.1 819.0 96.8 131.2 148.6 52.2 8568 102 0.61 1223514 Buffalo, NY 1254.2 158.0 187.5 243.7 655.8 78.2 93.7 123.6 53.2 6065 103 0.22 1437563 Grand Rapids et al, MI 1431.8 210.3 250.9 292.8 737.3 104.2 125.9 146.9 59.9 4078 129 0.26 1315544 Norfolk et al, VA 1380.8 202.0 245.6 297.2 712.9 94.8 123.0 150.8 57.8 8134 82 0.71 1544640 Memphis, TN 1294.2 180.6 242.2 262.9 687.3 88.4 123.7 137.1 54.3 4743 90 0.35 1130622 New Orleans, LA 1312.5 183.0 230.4 265.7 699.0 93.3 119.9 137.7 52.5 5615 82 0.56 1085548 W. Palm Beach et al, FL 1344.7 118.5 173.5 237.9 711.3 57.5 89.7 122.6 69.5 5227 64 0.90 1773770 Salt Lake City, UT 1714.3 338.1 370.5 323.4 886.3 177.1 186.3 157.0 64.0 6373 196 0.94 2506641 San Antonio, TX 1523.1 213.0 284.9 309.5 796.1 105.2 144.5 156.0 55.8 8127 88 0.74 1556650 Oklahoma City, OK 1250.7 191.1 216.8 235.6 650.1 94.2 107.9 118.6 50.4 4182 111 0.53 1097521 Providence et al, RI-MA 1239.6 160.1 201.0 255.5 669.2 85.4 107.8 132.7 60.2 5842 79 0.25 1406529 Louisville, KY 1184.5 143.3 204.4 244.9 628.5 71.7 106.2 127.6 57.5 4319 87 0.24 1172566 Harrisburg et al, PA 1270.7 151.0 197.6 255.3 667.6 77.4 101.0 130.4 59.1 7056 96 0.43 1429518 Greensboro et al, NC 1232.9 146.9 220.8 249.6 645.5 75.1 111.1 124.5 56.7 6673 88 0.38 1049577 Wilkes Barre et al, PA 1171.1 141.0 166.2 218.5 603.4 69.8 80.0 108.3 49.3 6678 104 0.18 863630 Birmingham et al, AL 1338.6 175.7 234.8 256.2 714.5 88.7 120.8 132.83 53.7 8029 103 0.30 1206

TOTAL US 144751.5 18156.7 26466.2 30541.9 75717.6 9016.2 13620.2 15439.4 3192.2 634335.0 4665.0 67.4 181691.0

% Est New Recreational % Est NewMotorcycle Vehicle % of US Harley

Avg. HHI Sales Lifestyle Motorcycle SalesTotal Across Est. Value % Population 25-34 $(000) Units Index Commuters Units Total AcrossEst. Value Order

42962.55 5% 11% 2% 4% 1% 4% 7% 29% 5% 289449.72 11% 10% 2% 11% 2% 14% 11% 49% 8% 124862.20 3% 5% 2% 2% 1% 1% 5% 18% 3% 527845.08 3% 4% 2% 3% 1% 2% 4% 17% 3% 634537.75 4% 4% 3% 4% 2% 11% 6% 29% 5% 229270.07 3% 3% 2% 3% 2% 2% 4% 16% 3% 930077.33 4% 3% 3% 3% 1% 2% 5% 17% 3% 626001.51 3% 4% 2% 3% 2% 3% 3% 17% 3% 623873.06 3% 3% 2% 3% 2% 1% 2% 13% 2%28742.30 3% 3% 2% 4% 2% 2% 3% 16% 3% 1021714.65 3% 3% 2% 3% 2% 3% 3% 15% 3% 1216963.49 2% 2% 2% 2% 2% 1% 2% 10% 2%15509.91 2% 2% 2% 2% 3% 1% 2% 12% 2%23389.95 3% 2% 2% 3% 3% 4% 3% 16% 3% 1112740.38 1% 2% 2% 1% 1% 3% 2% 11% 2%20908.77 2% 2% 2% 3% 2% 4% 2% 13% 2%16456.90 2% 1% 2% 2% 2% 1% 1% 9% 1%13371.21 2% 1% 2% 2% 2% 1% 1% 9% 1%20918.40 2% 2% 2% 3% 3% 3% 2% 14% 2%26963.72 3% 2% 2% 3% 3% 7% 2% 20% 3% 417382.94 2% 2% 2% 2% 3% 2% 2% 13% 2%12273.84 1% 1% 2% 1% 2% 1% 2% 9% 1%18898.97 2% 1% 2% 2% 2% 4% 2% 13% 2%14329.69 2% 1% 2% 2% 2% 1% 2% 9% 2%20714.79 2% 2% 2% 3% 2% 5% 2% 15% 3%12060.38 1% 1% 2% 1% 2% 1% 1% 9% 1%5892.83 1% 0% 2% 1% 3% 0% 0% 6% 1%9467.67 1% 1% 2% 1% 2% 1% 1% 8% 1%9821.46 1% 1% 2% 1% 2% 1% 1% 8% 1%7924.10 1% 1% 2% 1% 2% 1% 1% 8% 1%13550.40 2% 1% 2% 2% 2% 1% 1% 9% 2%12250.08 1% 1% 2% 2% 2% 1% 1% 8% 1%12968.60 2% 1% 2% 2% 2% 1% 1% 9% 2%8620.54 1% 1% 2% 1% 2% 1% 1% 7% 1%10202.61 1% 1% 2% 1% 2% 1% 1% 8% 1%7845.92 1% 1% 2% 1% 2% 0% 1% 7% 1%5833.06 1% 1% 2% 1% 3% 0% 1% 7% 1%10064.11 1% 1% 2% 1% 2% 1% 1% 8% 1%6259.85 1% 1% 2% 1% 2% 1% 1% 6% 1%7065.46 1% 1% 2% 1% 2% 1% 1% 7% 1%7307.90 1% 1% 2% 1% 1% 1% 1% 7% 1%9510.44 1% 1% 2% 1% 4% 1% 1% 11% 2%10112.44 1% 1% 2% 1% 2% 1% 1% 8% 1%5657.73 1% 1% 2% 1% 2% 1% 1% 7% 1%7588.45 1% 1% 2% 1% 2% 0% 1% 6% 1%5840.14 1% 1% 2% 1% 2% 0% 1% 6% 1%8838.13 1% 1% 2% 1% 2% 1% 1% 7% 1%8087.88 1% 1% 2% 1% 2% 1% 1% 7% 1%7860.68 1% 1% 2% 1% 2% 0% 0% 6% 1%9626.80 1% 1% 2% 1% 2% 0% 1% 7% 1%

0850416.84 100% 100% 100% 100% 100% 100% 600%

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Appendix: Advertising Dollars

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Appendix: Advertising DollarsAprilia Aprilia : Motorcycle 198.8 0.0 0.0 0.0 0.0 193.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5.3 0.0Auto Moto Auto Moto : Scooter 1.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.6 0.0BMW BMW : Motorcycle 672.2 0.0 0.0 0.0 0.0 622.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 48.3 1.2Buell Buell : Motorcycle 264.9 0.0 0.0 0.0 0.0 249.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 15.3 0.0Can-Am Can-Am Spyder Roadster : Motorcycle 994.3 0.0 13.1 0.0 0.0 299.3 0.0 0.0 0.0 460.2 0.0 0.0 0.0 0.0 4.7 217.0Crossrunner Crossrunner : Scooters 3.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 3.8 0.0 0.0 0.0 0.0 0.0 0.0Ducati Ducati : Motorcycle 415.2 0.0 0.0 0.0 0.0 353.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 61.5 0.0Ducati Ducati : Motorcycle & Apparel 0.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.4 0.0Eco Motor Company Eco Motor Company EMC3 Commuter : Motorcycle 8.5 0.0 5.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 3.4 0.0Genuine Scooter Co Genuine Scooter Co : Scooters 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.2 0.0Harley-Davidson Harley-Davidson Inc : Corporate Promotion 927.5 0.0 0.0 0.0 0.0 609.5 0.0 143.6 174.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0Harley-Davidson Harley-Dvdsn : Motorcycle 9723.7 1125.8 27.9 1563.6 0.0 3383.2 0.0 106.4 1024.6 11.3 0.0 443.1 269.6 49.4 1323.6 395.1Harley-Davidson Harley-Dvdsn : Online 13.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 13.2 0.0Honda Daytona Supercross/Honda : Sponsored Event 30.1 0.0 24.7 5.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda : ATVS & Motorcycles 72.4 60.2 2.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 10.0 0.0Honda Honda : Motor Bikes 76.2 0.0 0.0 0.0 0.0 76.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda : Motorcycle 2410.4 331.2 6.0 1688.7 0.0 213.6 0.0 0.0 0.0 0.0 1.4 0.0 0.0 0.0 169.5 0.0Honda Honda : Scooters 10.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.5 0.0 0.0 0.0 0.0 7.5 0.0Honda Honda : Var Motorcycles 116.3 24.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 91.9 0.0Honda Honda CRF25OR : Motor Bikes 26.8 0.0 0.0 0.0 0.0 25.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.3 0.0Honda Honda Fury : Motorcycle 1226.8 0.0 0.0 0.0 0.0 1226.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda Motor Motorcycle Division : Corporate Promotion 93.4 0.0 0.0 0.0 0.0 93.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda Super Cycle Weekend 1.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.6 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda Superbike Classic 17.3 0.0 3.3 0.0 0.0 0.0 0.0 0.0 0.0 14.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda Superbike/Racing 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.3 0.0Husqvarna Husqvarna : Motorcycle 55.4 0.0 0.0 5.9 0.0 47.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.2 0.0Indian Indian : Motorcycle 47.4 0.0 0.0 0.0 0.0 47.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Joe Rocket Joe Rocket : Motorcycle 51.4 0.0 0.0 0.0 0.0 51.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Kawasaki Kawasaki : ATVS & Motorcycles 1.8 0.0 1.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Kawasaki Kawasaki : Motorcycle 1296.3 0.0 25.4 0.0 0.0 792.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 465.3 13.4Kawasaki Ninja ZX Kawasaki Ninja ZX : Motorcycle 568.5 0.0 0.0 0.0 0.0 568.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0KTM KTM : Motorcycle 278.5 0.0 0.0 0.0 0.0 277.1 0.0 0.0 0.0 0.4 0.0 0.0 0.0 0.0 0.9 0.0Kymco Kymco : Motor Bikes 47.4 0.0 0.0 0.0 0.0 47.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Kymco Kymco : Motor Scooters 1.0 0.0 1.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Mountain Motorsports Mountain Motorsports : ATVS & Motorcycles 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.2 0.0MSR MSR : Various Motorcycle Accessories & Equipment 25.4 0.0 0.0 0.0 0.0 25.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Peugeot Peugeot : Motorcycle 11.6 0.0 0.0 0.0 0.0 11.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Piaggio Piaggio : Motor Bikes 2.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.3 0.0Piaggio Piaggio : Motor Scooters 2.4 0.0 0.0 0.0 0.0 0.0 2.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Pitster Pro Pitster Pro : Motorbikes 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.5 0.0QLink QLink : Motorcycle 7.0 0.0 2.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 4.7 0.0Ridley Ridley : Motorcycle 0.1 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Star Star : Motorcycle 417.7 0.0 6.8 16.9 0.0 379.0 0.0 0.0 0.0 15.0 0.0 0.0 0.0 0.0 0.0 0.0Suzuki Suzuki : ATVS & Motorcycles 485.6 27.0 411.9 33.9 0.0 0.0 0.0 0.0 0.0 12.8 0.0 0.0 0.0 0.0 0.0 0.0Suzuki Suzuki : Motorcycle 1070.5 302.4 0.2 0.0 0.0 215.0 0.0 0.0 0.0 0.8 0.0 0.0 0.0 0.0 542.7 9.4Suzuki Suzuki GSX-R1000 : Motorcycle 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.5 0.0Suzuki Suzuki Boulevard : Motorcycle 131.2 0.0 0.0 0.0 0.0 94.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 36.4 0.0Thoroughbred Motorsports Thoroughbred Motorsports : Motor Trike 6.8 0.0 0.0 6.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Titan Titan : Motorcycle 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1 0.0Tomberlin Tomberlin : Motorcycle 7.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 7.9 0.0 0.0 0.0 0.0 0.0 0.0Triumph Triumph : Motorcycle 148.3 0.0 0.0 0.0 0.0 142.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 6.2 0.0Vespa Vespa : Motor Scooters 64.9 0.0 16.2 0.0 0.0 0.0 7.2 0.0 0.0 23.2 0.0 0.0 0.0 12.3 6.0 0.0Victory Victory : Motorcycle 3718.4 0.0 51.2 2047.6 0.0 1242.9 0.0 0.0 0.0 6.4 0.0 0.0 127.1 104.2 113.4 25.6Yamaha Yamaha : ATVS & Motorcycles 3434.7 137.3 83.3 2262.0 44.8 47.4 0.0 0.0 0.0 0.8 0.0 0.0 0.0 0.0 848.2 11.0Yamaha Yamaha : Motorcycle 2007.2 665.9 41.6 366.8 0.0 661.1 0.0 0.0 0.0 36.8 0.0 0.0 0.0 30.5 190.7 13.7Yamaha Yamaha : Scooters 2.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.0 0.0 0.0 0.0 0.0 0.0 0.0Yamaha Corp of Japan Monster Energy AMA Supercross/Yamaha : Sponsored Event 150.8 0.0 150.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Copyright 2010. Kantar Media Copyright 2010. Magazine Publishers of America Inc. Ad $ in Local Radio markets may overlap NSR reporting

Motorcyle Total to figure out share of voice 24904.8

Aprilia Aprilia : Motorcycle 198.8 0.0 0.0 0.0 0.0 193.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5.3 0.0Auto Moto Auto Moto : Scooter 1.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.6 0.0BMW BMW : Motorcycle 672.2 0.0 0.0 0.0 0.0 622.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 48.3 1.2Buell Buell : Motorcycle 264.9 0.0 0.0 0.0 0.0 249.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 15.3 0.0Can-Am Can-Am Spyder Roadster : Motorcycle 994.3 0.0 13.1 0.0 0.0 299.3 0.0 0.0 0.0 460.2 0.0 0.0 0.0 0.0 4.7 217.0Crossrunner Crossrunner : Scooters 3.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 3.8 0.0 0.0 0.0 0.0 0.0 0.0Ducati Ducati : Motorcycle 415.2 0.0 0.0 0.0 0.0 353.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 61.5 0.0Ducati Ducati : Motorcycle & Apparel 0.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.4 0.0Eco Motor Company Eco Motor Company EMC3 Commuter : Motorcycle 8.5 0.0 5.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 3.4 0.0Genuine Scooter Co Genuine Scooter Co : Scooters 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.2 0.0Harley-Davidson Harley-Davidson Inc : Corporate Promotion 927.5 0.0 0.0 0.0 0.0 609.5 0.0 143.6 174.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0Harley-Davidson Harley-Dvdsn : Motorcycle 9723.7 1125.8 27.9 1563.6 0.0 3383.2 0.0 106.4 1024.6 11.3 0.0 443.1 269.6 49.4 1323.6 395.1Harley-Davidson Harley-Dvdsn : Online 13.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 13.2 0.0Honda Daytona Supercross/Honda : Sponsored Event 30.1 0.0 24.7 5.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda : ATVS & Motorcycles 72.4 60.2 2.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 10.0 0.0Honda Honda : Motor Bikes 76.2 0.0 0.0 0.0 0.0 76.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda : Motorcycle 2410.4 331.2 6.0 1688.7 0.0 213.6 0.0 0.0 0.0 0.0 1.4 0.0 0.0 0.0 169.5 0.0Honda Honda : Scooters 10.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.5 0.0 0.0 0.0 0.0 7.5 0.0Honda Honda : Var Motorcycles 116.3 24.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 91.9 0.0Honda Honda CRF25OR : Motor Bikes 26.8 0.0 0.0 0.0 0.0 25.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.3 0.0Honda Honda Fury : Motorcycle 1226.8 0.0 0.0 0.0 0.0 1226.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda Motor Motorcycle Division : Corporate Promotion 93.4 0.0 0.0 0.0 0.0 93.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda Super Cycle Weekend 1.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.6 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda Superbike Classic 17.3 0.0 3.3 0.0 0.0 0.0 0.0 0.0 0.0 14.0 0.0 0.0 0.0 0.0 0.0 0.0Honda Honda Superbike/Racing 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.3 0.0Husqvarna Husqvarna : Motorcycle 55.4 0.0 0.0 5.9 0.0 47.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.2 0.0Indian Indian : Motorcycle 47.4 0.0 0.0 0.0 0.0 47.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Joe Rocket Joe Rocket : Motorcycle 51.4 0.0 0.0 0.0 0.0 51.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Kawasaki Kawasaki : ATVS & Motorcycles 1.8 0.0 1.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Kawasaki Kawasaki : Motorcycle 1296.3 0.0 25.4 0.0 0.0 792.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 465.3 13.4Kawasaki Ninja ZX Kawasaki Ninja ZX : Motorcycle 568.5 0.0 0.0 0.0 0.0 568.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0KTM KTM : Motorcycle 278.5 0.0 0.0 0.0 0.0 277.1 0.0 0.0 0.0 0.4 0.0 0.0 0.0 0.0 0.9 0.0Kymco Kymco : Motor Bikes 47.4 0.0 0.0 0.0 0.0 47.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Kymco Kymco : Motor Scooters 1.0 0.0 1.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Mountain Motorsports Mountain Motorsports : ATVS & Motorcycles 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.2 0.0MSR MSR : Various Motorcycle Accessories & Equipment 25.4 0.0 0.0 0.0 0.0 25.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Peugeot Peugeot : Motorcycle 11.6 0.0 0.0 0.0 0.0 11.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Piaggio Piaggio : Motor Bikes 2.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.3 0.0Piaggio Piaggio : Motor Scooters 2.4 0.0 0.0 0.0 0.0 0.0 2.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Pitster Pro Pitster Pro : Motorbikes 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.5 0.0QLink QLink : Motorcycle 7.0 0.0 2.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 4.7 0.0Ridley Ridley : Motorcycle 0.1 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Star Star : Motorcycle 417.7 0.0 6.8 16.9 0.0 379.0 0.0 0.0 0.0 15.0 0.0 0.0 0.0 0.0 0.0 0.0Suzuki Suzuki : ATVS & Motorcycles 485.6 27.0 411.9 33.9 0.0 0.0 0.0 0.0 0.0 12.8 0.0 0.0 0.0 0.0 0.0 0.0Suzuki Suzuki : Motorcycle 1070.5 302.4 0.2 0.0 0.0 215.0 0.0 0.0 0.0 0.8 0.0 0.0 0.0 0.0 542.7 9.4Suzuki Suzuki GSX-R1000 : Motorcycle 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.5 0.0Suzuki Suzuki Boulevard : Motorcycle 131.2 0.0 0.0 0.0 0.0 94.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 36.4 0.0Thoroughbred Motorsports Thoroughbred Motorsports : Motor Trike 6.8 0.0 0.0 6.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Titan Titan : Motorcycle 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1 0.0Tomberlin Tomberlin : Motorcycle 7.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 7.9 0.0 0.0 0.0 0.0 0.0 0.0Triumph Triumph : Motorcycle 148.3 0.0 0.0 0.0 0.0 142.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 6.2 0.0Vespa Vespa : Motor Scooters 64.9 0.0 16.2 0.0 0.0 0.0 7.2 0.0 0.0 23.2 0.0 0.0 0.0 12.3 6.0 0.0Victory Victory : Motorcycle 3718.4 0.0 51.2 2047.6 0.0 1242.9 0.0 0.0 0.0 6.4 0.0 0.0 127.1 104.2 113.4 25.6Yamaha Yamaha : ATVS & Motorcycles 3434.7 137.3 83.3 2262.0 44.8 47.4 0.0 0.0 0.0 0.8 0.0 0.0 0.0 0.0 848.2 11.0Yamaha Yamaha : Motorcycle 2007.2 665.9 41.6 366.8 0.0 661.1 0.0 0.0 0.0 36.8 0.0 0.0 0.0 30.5 190.7 13.7Yamaha Yamaha : Scooters 2.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.0 0.0 0.0 0.0 0.0 0.0 0.0Yamaha Corp of Japan Monster Energy AMA Supercross/Yamaha : Sponsored Event 150.8 0.0 150.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Copyright 2010. Kantar Media Copyright 2010. Magazine Publishers of America Inc. Ad $ in Local Radio markets may overlap NSR reporting

Motorcyle Total to figure out share of voice 24904.8

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Appendix: Motorcycle Owners

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Appendix: Motorcycle OwnersBase: HH Owns Motorcycle%Adults in HHs Owning Motorcycle: 7.1

HH Owns Motorcycle Plan to Buy/Lease in Next 12 Mos1 Primary Rider Primary Rider Age 18-44 Primary Rider Age 45+ (000) Vert% Horz% Index (000) Vert% Horz% Index (000) Vert% Horz% Index (000) Vert% Horz% Index (000) Vert% Horz% Index

Totals 15926 100.0 100.0 100 7387 100.0 3.3 100 7928 100.0 3.6 100 4121 100.0 1.8 100 3808 100.0 1.7 100BMW 385 2.4 100.0 100 40 * 0.5 10.4 314 230 2.9 59.7 120 114 * 2.8 29.6 114 115 * 3.0 29.9 125Harley Davidson 4874 30.6 100.0 100 328 4.4 6.7 204 2819 35.6 57.8 116 1311 31.8 26.9 104 1508 39.6 30.9 129Honda 4532 28.5 100.0 100 373 5.1 8.2 249 2399 30.3 52.9 106 1303 31.6 28.8 111 1095 28.8 24.2 101Kawasaki 1755 11.0 100.0 100 123 * 1.7 7.0 212 951 12.0 54.2 109 523 12.7 29.8 115 428 11.2 24.4 102Suzuki 2018 12.7 100.0 100 209 * 2.8 10.4 313 1048 13.2 51.9 104 676 16.4 33.5 129 372 9.8 18.4 77Yamaha 2478 15.6 100.0 100 238 * 3.2 9.6 291 1393 17.6 56.2 113 727 17.6 29.3 113 665 17.5 26.8 112Other 1362 8.6 100.0 100 121 * 1.6 8.9 269 723 9.1 53.1 107 396 9.6 29.1 112 328 8.6 24.1 101Under 100cc 1313 8.2 100.0 100 73 * 1.0 5.6 168 510 6.4 38.8 78 345 8.4 26.3 102 165 * 4.3 12.6 53100 - 449cc 3195 20.1 100.0 100 224 * 3.0 7.0 212 1603 20.2 50.2 101 875 21.2 27.4 106 728 19.1 22.8 95450 - 749cc 3060 19.2 100.0 100 282 3.8 9.2 279 1733 21.9 56.6 114 1090 26.5 35.6 138 643 16.9 21.0 88750 - 899cc 2336 14.7 100.0 100 226 * 3.1 9.7 293 1235 15.6 52.9 106 559 13.6 23.9 92 676 17.8 28.9 121900cc or larger 6199 38.9 100.0 100 499 6.8 8.1 244 4096 51.7 66.1 133 1934 46.9 31.2 121 2162 56.8 34.9 146Dirt bike (off-road- Competition) 1353 8.5 100.0 100 73 * 1.0 5.4 163 527 6.7 39.0 78 408 9.9 30.2 116 119 * 3.1 8.8 37Dirt bike (off-road- Enduro) 658 4.1 100.0 100 91 * 1.2 13.8 419 380 4.8 57.8 116 220 5.3 33.4 129 160 * 4.2 24.3 102Other dirt/trail bike 917 5.8 100.0 100 125 * 1.7 13.6 413 353 4.5 38.5 77 232 * 5.6 25.3 98 122 * 3.2 13.3 56Dual purpose dirt/ street bike 976 6.1 100.0 100 119 * 1.6 12.2 369 535 6.8 54.8 110 275 6.7 28.2 109 260 6.8 26.6 111Street Bike - Cruiser 3968 24.9 100.0 100 309 4.2 7.8 236 2463 31.1 62.1 125 1310 31.8 33.0 128 1153 30.3 29.1 122Street Bike - Custom 2098 13.2 100.0 100 139 * 1.9 6.6 201 964 12.2 46.0 92 491 11.9 23.4 90 473 12.4 22.6 94Street Bike - Standard 2950 18.5 100.0 100 301 4.1 10.2 309 1729 21.8 58.6 118 709 17.2 24.0 93 1020 26.8 34.6 145Street Bike - Touring 2258 14.2 100.0 100 196 * 2.7 8.7 263 1318 16.6 58.4 117 471 11.4 20.9 81 847 22.2 37.5 157Street Bike - Sport/ Performance 2509 15.8 100.0 100 244 3.3 9.7 294 1379 17.4 55.0 110 994 24.1 39.6 153 384 10.1 15.3 64

* Projections relatively unstable use with caution.

Source: 2009 Gfk MRI Doublebase Weighted by: PopulationCopyright (c) 2009 MRI All Rights Reserved

1Indexed to Total Adults. All other targets indexed to HH Owns Motorcycles

Base: HH Owns Motorcycle%Adults in HHs Owning Motorcycle: 7.1

HH Owns Motorcycle Plan to Buy/Lease in Next 12 Mos1 Primary Rider Primary Rider Age 18-44 Primary Rider Age 45+ (000) Vert% Horz% Index (000) Vert% Horz% Index (000) Vert% Horz% Index (000) Vert% Horz% Index (000) Vert% Horz% Index

Totals 15926 100.0 100.0 100 7387 100.0 3.3 100 7928 100.0 3.6 100 4121 100.0 1.8 100 3808 100.0 1.7 100BMW 385 2.4 100.0 100 40 * 0.5 10.4 314 230 2.9 59.7 120 114 * 2.8 29.6 114 115 * 3.0 29.9 125Harley Davidson 4874 30.6 100.0 100 328 4.4 6.7 204 2819 35.6 57.8 116 1311 31.8 26.9 104 1508 39.6 30.9 129Honda 4532 28.5 100.0 100 373 5.1 8.2 249 2399 30.3 52.9 106 1303 31.6 28.8 111 1095 28.8 24.2 101Kawasaki 1755 11.0 100.0 100 123 * 1.7 7.0 212 951 12.0 54.2 109 523 12.7 29.8 115 428 11.2 24.4 102Suzuki 2018 12.7 100.0 100 209 * 2.8 10.4 313 1048 13.2 51.9 104 676 16.4 33.5 129 372 9.8 18.4 77Yamaha 2478 15.6 100.0 100 238 * 3.2 9.6 291 1393 17.6 56.2 113 727 17.6 29.3 113 665 17.5 26.8 112Other 1362 8.6 100.0 100 121 * 1.6 8.9 269 723 9.1 53.1 107 396 9.6 29.1 112 328 8.6 24.1 101Under 100cc 1313 8.2 100.0 100 73 * 1.0 5.6 168 510 6.4 38.8 78 345 8.4 26.3 102 165 * 4.3 12.6 53100 - 449cc 3195 20.1 100.0 100 224 * 3.0 7.0 212 1603 20.2 50.2 101 875 21.2 27.4 106 728 19.1 22.8 95450 - 749cc 3060 19.2 100.0 100 282 3.8 9.2 279 1733 21.9 56.6 114 1090 26.5 35.6 138 643 16.9 21.0 88750 - 899cc 2336 14.7 100.0 100 226 * 3.1 9.7 293 1235 15.6 52.9 106 559 13.6 23.9 92 676 17.8 28.9 121900cc or larger 6199 38.9 100.0 100 499 6.8 8.1 244 4096 51.7 66.1 133 1934 46.9 31.2 121 2162 56.8 34.9 146Dirt bike (off-road- Competition) 1353 8.5 100.0 100 73 * 1.0 5.4 163 527 6.7 39.0 78 408 9.9 30.2 116 119 * 3.1 8.8 37Dirt bike (off-road- Enduro) 658 4.1 100.0 100 91 * 1.2 13.8 419 380 4.8 57.8 116 220 5.3 33.4 129 160 * 4.2 24.3 102Other dirt/trail bike 917 5.8 100.0 100 125 * 1.7 13.6 413 353 4.5 38.5 77 232 * 5.6 25.3 98 122 * 3.2 13.3 56Dual purpose dirt/ street bike 976 6.1 100.0 100 119 * 1.6 12.2 369 535 6.8 54.8 110 275 6.7 28.2 109 260 6.8 26.6 111Street Bike - Cruiser 3968 24.9 100.0 100 309 4.2 7.8 236 2463 31.1 62.1 125 1310 31.8 33.0 128 1153 30.3 29.1 122Street Bike - Custom 2098 13.2 100.0 100 139 * 1.9 6.6 201 964 12.2 46.0 92 491 11.9 23.4 90 473 12.4 22.6 94Street Bike - Standard 2950 18.5 100.0 100 301 4.1 10.2 309 1729 21.8 58.6 118 709 17.2 24.0 93 1020 26.8 34.6 145Street Bike - Touring 2258 14.2 100.0 100 196 * 2.7 8.7 263 1318 16.6 58.4 117 471 11.4 20.9 81 847 22.2 37.5 157Street Bike - Sport/ Performance 2509 15.8 100.0 100 244 3.3 9.7 294 1379 17.4 55.0 110 994 24.1 39.6 153 384 10.1 15.3 64

* Projections relatively unstable use with caution.

Source: 2009 Gfk MRI Doublebase Weighted by: PopulationCopyright (c) 2009 MRI All Rights Reserved

1Indexed to Total Adults. All other targets indexed to HH Owns Motorcycles

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Appendix: Media ConsumptionHH have a satellite dish 31541 3374 10.7 33.3 115Watched any pay-per-view/last 12 months 19799 2123 10.7 21 116Cable: CMT (Country Music Television) Any watching 10896 1425 13.1 14.1 141Cable: Comedy Central Any watching 31078 3318 10.7 32.8 115Cable: DIY (Do It Yourself Network) Any watching 5646 789 14 7.8 151Cable: FX Any watching 25613 2731 10.7 27 115Cable: G4 Any watching 7848 1027 13.1 10.1 141Cable: (GAC) Great American Country Any watching 4002 458 11.4 4.5 123Cable: History Channel Any watching 46966 5032 10.7 49.7 115Cable: History International Any watching 9491 1056 11.1 10.4 120Cable: IFC (Independent Film Channel) Any watching 4432 513 11.6 5.1 125Cable: Military Channel Any watching 11364 1512 13.3 14.9 143Cable: Outdoor Channel Any watching 7167 976 13.6 9.6 147Cable: The Science Channel Any watching 8584 1112 13 11 140Cable: Speed Channel Any watching 14701 2399 16.3 23.7 176Cable: Syfy Any watching 25243 2803 11.1 27.7 120Cable: TLC (The Learning Channel) Any watching 18436 2254 12.2 22.3 132Cable: Travel Channel Any watching 12352 1404 11.4 13.9 122Cable: truTV Any watching 12045 1272 10.6 12.6 114Cable: VERSUS Any watching 9709 1053 10.8 10.4 117Magazines: American Hunter Average Audience 4014 637 15.9 6.3 171Magazines: American Rifleman Average Audience 3932 665 16.9 6.6 182Magazines: American Woodworker Average Audience 2869 429 14.9 4.2 161Magazines: Car And Driver Average Audience 9316 1157 12.4 11.4 134Magazines: Consumer Reports Average Audience 10356 1125 10.9 11.1 117Magazines: Cycle World Average Audience 2617 751 28.7 7.4 309Magazines: Dirt Rider Average Audience 1557 458 29.4 4.5 317Magazines: Field & Stream Average Audience 8013 1011 12.6 10 136Magazines: Guns & Ammo Average Audience 6386 1010 15.8 10 171Magazines: Hot Rod Average Audience 5826 897 15.4 8.9 166Magazines: Men's Journal Average Audience 2927 398 13.6 3.9 147Magazines: Motor Trend Average Audience 6706 808 12.1 8 130Magazines: Motorcyclist Average Audience 2639 759 28.7 7.5 310Magazines: Outdoor Life Average Audience 4642 607 13.1 6 141Magazines: Playboy Average Audience 7245 872 12 8.6 130Magazines: Popular Mechanics Average Audience 7925 1055 13.3 10.4 144Magazines: Popular Science Average Audience 5716 914 16 9 172Magazines: Road & Track Average Audience 4912 631 12.9 6.2 139Magazines: Rolling Stone Average Audience 6948 771 11.1 7.6 120Mag Types: Automotive 21788 2640 12.1 26.1 131Mag Types: Boating 3849 451 11.7 4.5 126Mag Types: Fishing/Hunting 21565 2702 12.5 26.7 135Mag Types: Home Service 21430 2396 11.2 23.6 120Mag Types: Men 32040 3456 10.8 34.1 116Mag Types: Motorcycle 6108 1880 30.8 18.6 332Mag Types: Outdoor Recreation 3892 464 11.9 4.6 128Mag Types: Science/Technology 10170 1287 12.7 12.7 136Radio: M-F 10:00 am - 3:00 pm 41747 4565 10.9 45.1 118Radio: M-F 3:00 pm - 7:00 pm 49827 5467 11 54 118Radio: M-F Midnight - 6:00 am 6874 936 13.6 9.2 147Radio: Wkend Midnight - 6:00 am 5206 647 12.4 6.4 134TV Show Types: Auto Racing - Specials * 9310 1132 12.2 11.2 131TV Show Types: Gymnastics * 2590 281 10.9 2.8 117Web Sites: Windows Live Hotmail 12552 1393 11.1 13.7 120Web Sites: Yahoo! Mail 28786 2941 10.2 29 110Web Sites: Wikipedia.org 21066 2209 10.5 21.8 113Web Sites: Ebay.com 22506 2922 13 28.8 140Web Sites: NASCAR.com 3686 438 11.9 4.3 128Web Sites: AccuWeather.com 5624 657 11.7 6.5 126Web Sites: Weather.com 25545 2869 11.2 28.3 121

Fall 2009 Product: Trucks/ATV/MotorcyclesMotorcycles - Number OwnedHousehold owns anyMen

Total '000 Proj '000 Pct Across Pct Down Index

Appendix: Flow ChartStudent

ProfessorSemester

Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecNet TV-Prime 20 25 GRPS: 45

$(000) 423.4 529.3 COST: 952.6Net Cable-Prime 20 20 20 20 20 20 21 20 20 GRPS: 181

$(000) 252.0 252.0 252.0 252.0 252.0 252.0 264.6 252.0 252.0 COST: 2280.6Net Radio-Morning Drive 20 35 35 65 65 27 41 35 15 GRPS: 338

$(000) 57.1 100.0 100.0 185.7 185.7 77.1 117.1 100.0 42.9 COST: 965.7Net Radio-Daytime 37 37 GRPS: 74

$(000) 94.9 94.9 COST: 189.9Net Radio-Evening Drive 20 36 36 28 40 36 15 GRPS: 211

$(000) 49.2 88.6 88.6 68.9 98.4 88.6 36.9 COST: 519.1Magazines-Mens 20 21 21 24 24 20 21 21 15 GRPS: 187

$(000) 102.6 107.8 107.8 123.1 123.1 102.6 107.8 107.8 77.0 COST: 959.5Internet-Trgtd Sites 15 20 20 15 GRPS: 70

$(000) 354.8 473.0 473.0 354.8 COST: 1655.5Spot TV-Prime 20 20 20 35 35 20 30 20 GRPS: 200

$(000) 174.8 174.8 174.8 305.9 305.9 174.8 262.2 174.8 COST: 1748.2Spot Radio-Morning Drive 26 24 20 55 55 20 30 25 15 GRPS: 270

$(000) 96.8 89.4 74.5 204.8 204.8 74.5 111.7 93.1 55.8 COST: 1005.2Spot Radio-Evening Drive 26 20 20 30 30 20 34 20 GRPS: 200

$(000) 98.0 75.4 75.4 113.1 113.1 75.4 128.2 75.4 COST: 754.0Outdoor 737 737 GRPS: 1474

$(000) 521.6 521.6 COST: 1043.3Direct Mail 20 20 20 GRPS: 60

$(000) 371.1 371.1 371.1 COST: 1113.2National Only Area

GRPS 79 127 112 166 166 114 147 127 64 GRPS: 1105$(000) 461 903.1 548.3 1128.8 1128.8 924 1117.1 903.1 408.7 Cost: 7522.9Reach 47.7 60.6 55.2 65.5 65.5 58.9 64.8 60.6 42

Avg. Freq. 1.7 2.1 2.0 2.5 2.5 2.0 2.3 2.1 1.5Spot Only Area

GRPS 71 63 79 120 120 79 93 64 35 GRPS: 729$(000) 369.6 339.6 695.7 1145.4 1145.4 695.7 502.1 343.3 426.9 Cost: 5663.8Reach 39.7 37.8 49 51.9 51.9 49 46.8 38.1 28.4

Avg. Freq. 1.8 1.7 1.6 2.3 2.3 1.6 2.0 1.7 1.2Spot + National

GRPS 151 191 191 286 286 194 241 192 99 GRPS: 1835$(000) 830.6 1242.6 1244 2274.2 2274.2 1619.8 1619.2 1246.4 835.6 Cost: 13186.7Reach 67.5 74.4 75.8 81.7 81.7 77.6 79.7 74.5 57.9

Avg. Freq. 2.3 2.6 2.5 3.5 3.5 2.5 3.0 2.6 1.7

Total Across

Eliza BrowningJeff Hochstrasser

Winter 2011Target Demo: All Men ages 25-34

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