Brendan McKenna9/26/12Intro to Media AdvertisingRV Owners who are Rock Fans as a Target Group for the Rock and Roll Hall of FameClient DescriptionCompany OverviewThe Rock and Roll Hall of Fame Museum first began operation in 1995 in downtown Cleveland, Ohio after the suggestion by Cleveland and Ohio officials for a location to educate visitors and fans about the social, cultural, and worldly significance of rock and roll, as well as its lasting impact to this day. In addition to Cleveland, the museum was also considered for construction in New York, Philadelphia, New Orleans, San Francisco, Memphis, and Chicago (The Rock and Roll Hall of Fame Museum 2010).The first induction dinner was held in 1986 for the rock and roll exhibits to be displayed, and included many popular artists from the day, as well as a few DJs. The museum places much of its emphasis upon the area of classical rock and roll, the humble beginnings which led to the more modern versions of the music genre.In 1993 the museum received many important items such as the Gibson J-200 guitar used during the composing of Tommy and the classic Pinball Wizard. After this the museum, the first dedicated to rock and roll in the world, received various other items of fame such as a veritable cornucopia of John Lennon items.The museum focuses during the induction process on rock and roll legends that predated rock and roll, but had an impact on the evolution. This is done through ballots that are sent to a group of five hundred or more rock experts which are then voted upon, the nominees receiving over 50 percent of the vote being inducted.In 1995, the Rock and Roll Hall of Fame Museum began emphasizing the need to go green in accordance to the art of rock and roll and its musical message. The museum pushes for recycling and energy-saving strategies (The Rock and Roll Hall of Fame Museum 2010).The museum in 2008 opened an annex in New York, only to find itself closing later in 2009 due to economic issues in the United States, along with the issues of the visitors being less than willing to stay around and view the exhibits. The annex featured items pertaining to New Yorks rock and pop culture, and its evolution in the area (Rohter 2009).Client OfferingsThe Rock and Roll Hall of Fame Museum offers many exhibits on the various artists that helped rock and roll evolve into what it is today, including the exhibit covering the Beatles with over 70 artifacts, exhibits going in-depth on Blues, Gospel, Country, and Rhythm and Blues.A gift shop provides visitors to the museum with a chance at recollecting their memories of rock and roll with various souvenirs. On top of this, the museum offers a food court for visitors that wish to dine as they tour.In addition to the exhibits at the hall, the museum also features hours of films that cover different topics such as Elvis Presley on his tours, a history of the birth of rock and roll, a Beatles chronicle of their albums, and many other feature films (The Rock and Roll Hall of Fame Museum 2010).

My Target Audience Choice: RV Owners who are Rock FansIntroductionRV owners have been chosen as the target audience based on multiple statistics. The demographic age range, household income, and marital status are beneficial towards the success of the advertisement campaign. In this same way, the psychographic tendencies and desires of the consumer factor into the ad campaigns overall success, as well.Psychographic Elements of RV Owners who are Rock FansThe average RV owner tends to have a tendency to travel, as they often travel up to 4,500 miles on excursions, vacations, and destinations (Recreational Vehicle Travelers 2011). This is helpful in gaining a wider market outside of the main area of the museum, as the advertisements can grab people from RV owners across the state that are willing to travel to the museum for an excursion.The target audience tends to be in the Baby Boomer population, the population which was in its prime during the period of early rock and roll development (Recreational Vehicle Travelers 2011). Due to this, the RV population will be more interested in the product as they were young during the time period that this museum will primarily cover, and thusly will be more open to visiting the museum to observe the artifacts of their childhoods.RV owners in general tend to have a love for comfort and luxury, primarily being the reason they got an RV in the first place, as to attain a relaxing, enjoyable trip (Recreational Vehicle Travelers 2011). Comfortable, calm excursions such as to the Rock and Roll Museum would be a perfect way to enjoy oneself and relax, which is what an RV owner aims to attain.Finally, in recent years, the RV population has been growing, despite the failing economy. This trend is strong, as the RV ownership is growing at a faster pace than the population (O'Brien 2012). The growth of RV ownership in the baby boomer generation only further emphasizes the rock and roll generation being more capable of traveling and seeking places of leisure, and will, in the future, affect the amount of consumers visiting the museum.Demographic Elements of RV Owners who are Rock FansThe target demographic is exceptional for the type of product we are advertising for. The baby boomer age range is that of roughly 43 62 years old (Cohn 2008). This correlates well with the age range which most enjoys the rock and roll genre, with 48% of people age 35 54 regularly attending rock and roll concerts (A.C. Nielsen Company 2012). The average RV owner makes a household income of $56,000, which is slightly less than the average yearly US income (Recreational Vehicle Travelers 2011). This will assist the museum in promoting more vacations and trips, forms of staycations, and give RV consumers more thoughts towards visiting a driving-distance location such as the museum.As RV owners are primarily married, this provides two benefits. Firstly, due to the married status, the consumer numbers per RV owner possibly double due to a spouse (Recreational Vehicle Travelers 2011). Secondly, due to their older age, RV owners have a higher chance of being empty-nesters. Children, as the New York Times has reported, dont seem to grip or comprehend the purpose of the museum as older populations do (Caldwell 2007). By eliminating the children from the equation, the baby boomer population, which tend to be RV owners, will have a more enjoyable time at the museum.The gender of RV owners is roughly split even, as a woman is just as likely to drive an RV in this day and age as a man would (RV Lifestyle is what Women Want n.d.). In this way, the ads do not need to be skewed to a specific gender, as it can apply to both sides. This makes producing ad campaigns to the RV target market more simplistic than placing ads in certain gender perspectives.

How Target Alights with the Rock and Roll Hall of Fame MuseumAs stated above, the age range of the RV owning population fits nicely into the population which enjoys rock and roll, while enjoying the luxuries of travel and enjoyment. The demographics of 43 62 year olds gives the possibility of a life of travel and empty-nesting while the museum targets the RV owner populations chief period of youth and the culture surrounding it as rock and roll developed. In these ways, the RV owning population would be an ideal target for the Rock and Roll Hall of Fame Museums advertisements.Geographic Choice ExplanationMetro Area Priority No 1: Boston, MassachusettsBoston, Massachusetts, is an important city to aim for as it, according to Scarborough, is one of the cities containing one of the highest percentages of concentration of rock and roll fans, holding 37% of the population. The fact that the rock and roll is prevalent within the metro area, however, is only one effect of advertising in this location. Being 547 miles from Cleveland, the city has a benefit of being a possible travel destination for RV owners living within the city, who travel on average 4,500 miles annually. It can be imagined, then, that since a large portion of the RV owning population enjoys rock and roll that they may congregate, visit, or reside in Boston. In this way, advertising in the city will grab a huge chunk of the overall rock and roll population while inducing travel, which is highly possible considering the range RV owners often drive.On top of these distinctions, Boston Massachusetts is located 16 miles away from Weymouth, Massachusetts, which houses an RV club, the Massachusetts Association of Campground Owners. Therefore, advertising in the Boston area will not only draw in rock lovers, it will target RV owners specifically as well.Metro Area Priority No 2: St. Louis, MissouriThe St. Louis area would be a viable location for advertising due to its activities and organizations. While the general distance rule places the destination, Cleveland, in a position that an RV owner would take a trip to the museum at 497 miles, advertising in the area provides the benefit of reaching nearby Florissant, Missouri, which is in the St. Louis area. Florissant holds one of the many RV clubs in the country, the Archway Coachmen Club. By advertising to the general St. Louis area, the museum can snatch many possible RV owners who frequent the club.On top of this, the city contains a following in Rock and Roll in general, which could also contribute. The St. Louis area holds an event entitled The Rock and Roll Marathon Series in late October which involves a marathon followed by rock and roll concerts. This congregation of rock and roll supporters, plus the RV population already present, will be twofold in convincing possible visitors to travel to Cleveland.Metro Area Priority No 3: Detroit, MichiganDetroit, Michigan, holds the prestigious honor of being one of the founding cities of Motown music, holding legacies such as Stevie Wonder. An important aspect to consider when observing Detroit is, first, the location. Being only 95 miles from Cleveland, it is very possible for RV owners to make a day trip to the location, as it would be simple to take an RV for such a short-distance trip.Secondly, Detroit is naturally one of the higher-ranked cities in terms of rock and roll fans. This, like Boston, is a huge selling point, as advertisements would appeal to a large chunk of the populations general interests, and seems only natural for the city to run. This, while still appealing to the RV owners, can allow the advertisement campaign to slightly reach out and grip a broader audience on top of the target. On top of this, to aim in particular RV owners, Detroit pulls in RV owners with their annual Detroit Camper and RV show, which brings the target audience into the area and allows us to reach them.Thirdly, Detroit, being a town of rock and roll history with Stevie Wonder and Motown music, would be a perfect fit for the Rock and Roll Hall of Fame Museums own Stevie Wonder exhibit, along with the movie concert provided at the museum. Pushing Detroits roots through this would be a good pull on the rock and roll population, as they will feel connected personally to the museum, thus drawing in many rock and roll fans. Obviously, however, the advertisements must remember to specialize itself in pointing out Stevie Wonder and Motown music, unlike its ads in both St. Louis and Boston.Target Bullet-List Summary Targets Psychographic Summary Tendency to travel Likes Rock and Roll Love of comfort RV population growing Target Demographic Summary Age range 55-62 HH Income of $56,000 Married Gender: Male and Female Target Geographic Summary Metro Priority No. 1: Boston, Massachusetts Metro Priority No. 2: St. Louis, Missouri Metro Priority No. 3: Detroit, MichiganRock and Roll Hall of Fame Media PlanIntroductionThe media plan that has been compiled will focus on providing a wide-range of advertising medium to pull in a vast amount of people within the specific target audience while remaining under the projected budget, with a primary focus on one or two media types that will primarily push for multimedia aspects of advertising, especially those in the department of sound, which the advertising campaign will emphasize heavily.Media Type PrioritiesThe primary media vehicle this plan is to revolve around centers upon that of radio, which will hold top priority. For the average RV-goer, the target audience is often during on the move from place to place to visit new locations, especially after going through retirement. Providing a large emphasis on the radio will allow the traveling target audience to more easily listen in on the advertising campaign than with the television or local print media, as radio is mobile with the vehicle; the chances of a target audience member hearing the advertisement via radio is much higher, while also giving the target audience a plan on what to spend their day on as they are already heading out in their RVs.The secondary media vehicle will be the internet, which, like radio, focuses on attainability and flexibility of the media. When one is one the move, stationary, ever-changing items such as newspapers or magazines will not be capable of moving along with the RV. The RV owner would most likely use more than anything the two most attainable advertising vehicles that can be used while mobile, that of the radio and the internet. The fact that the user can easily catch a wi-fi hotspot to browse the web, coupled with the growth of the internet in the average Americans lives in recent years, makes a good choice for the constantly moving RV owner. Specific Media ChoicesMagazine Choices RV View The RV View focuses on RV rental, RV gear sales, and promotion of products for somebody intending or already owning a recreational vehicle. Through this, the Rock and Roll Hall of Fame Museum can grasp new or up-and-coming RV owners wishing to start on their journeys, and the target audience can be easily grasped in the specific products shown in the magazines pages.The ad takes up the average full page on the inside to push the advertisement and its vision in the most basic form whilst saving money for other ends of the advertising campaign that are more heavily pressed upon to draw in a target audience, while the magazines bring in a healthy secondary source of possible visitors to the museum. RVLiving RVLiving Magazine focuses its sights on the various fun camping and driving destinations open to an RV owner during each issue, highlighting the reasoning to visit said places. By placing an advertisement within RVLiving, not only will the advertisement play along with the main theme of the magazine in functional activities for RV owners, it will also pull in the specific target audience as the magazine is specifically tailored for a current RV owner.Much like RV View, the RVLiving ad takes up a single inside page to advertise the message effectively and push the destination while saving much-needed money for the primary focus of the campaign in the other departments, pulling print media in as a healthy secondary source for the target audience.Newspaper Choices Detroit Free Press The Detroit Free Press holds the only news-based, non-consumer newspaper within the Detroit area, along with covering the largest area of Detroit of any newspaper in the city. This mass-coverage newspaper seems to be an obvious choice within the city area. The travel section of the newspaper reduces the size of the target audience to RV owners that wish to go on trips across the country, while the Sunday day of week choice helps with the media schedule in peppering the weekend editions of print media to capture the largest amount of the target audience at once while giving readers the ability to travel to the museum as quickly as possible. St. Louis Post-Dispatch The St. Louis Post-Dispatch takes note in its ability to pull in readers from outside the main St. Louis area, which is an important draw to the advertising campaign in the nearby RV club outside the city, which is imperative to reach. On top of this, the St. Louis Post-Dispatch pulls in a readership of 55+, which lies within the target age-range for the ad campaign. The section choice was within travel to draw in RV owners looking for places to travel during the day, which defines the target audience, while the Sunday choice places ads for the museum on the largest circulation day, while providing readers the opportunity to travel to the museum easily over the weekend, when the ad is fresh in their minds. The Boston Globe The Boston Globe is the primary newspaper source in Boston, covering well over the entirety of the city and dominating the traffic of newspaper readers. On top of this, the Boston Globes demographics lean towards the older set of citizen, the target audience age, as a likely group to be pulled into reading the paper regularly.The 4-inch advertisement will be displayed along other various travel locations within the travel section of the paper, where it will be seen by the reader and effectively interest them in a Sunday trip, which will be immediately available after the reader views the morning paper, leaving the advertisement fresh in their minds.

Radio ChoicesTV Choices RV Crazy RV Crazy is a program involving the sale, retail, and analyzing of many varied RV related goods such as parts, model RVs, and other precious items to the RV owning community. This specification of the RV as the primary object of study in the program solidifies its relation to the target audience. While Detroit and Boston remain with a lower insertion count at 50, throughout October, St. Louis rock and roll festival held within the city will draw in RV owners who will remain in one spot for the duration of the festival. Therefore, the insertions for the city are pumped up to 75 to both reach the already stationed RV club outside the city, but also to attract the various RV rock and roll enthusiasts entering the city for the time.\ RV USA TV RV USA TV, focusing on the lifestyle of traveling RV families across the United States, relies heavily on tourist destinations and popular locations that an RV family may travel to enjoy themselves. As this program dedicates itself to the locations an RV family may travel, this is key to pulling in a specific target audience by advertising for the museum here.Like RV Crazy, RV USA TV will hold 50 insertions in both Detroit and Boston, while emphasis on the city of St. Louis will raise for a time during October to influence those currently at the rock and roll festival, as well as the members of the nearby RV club outside St. Louis.Web Site ChoicesGoogle KeywordsThey keywords primarily related to the target were surmised to most often involve, primarily, the most specific keywords that narrow the target audience down to its smallest and most accurate size, specifically those of RV or Recreational Vehicle followed by a form of to travel such as traveling, moving, visiting, vacation, etc. As the target audience will most likely be searching for a place to drive or visit upon searching these terms, the ads will be appropriate towards the viewers interests and pull them in, drawing consumers to the museum.Media Plan ScheduleThe schedule set for the media plan covers the months of September, October, November, and December, designed specifically around the holiday season and that of the October spike in RV owners within the St. Louis area. While through September and October, advertising remains relatively low outside the St. Louis Area, regular advertising will become more rhythmic and mixed as it nears the holiday season, where RV owners may wish to spend some time on a drive around the country during the beautiful holiday season. The museums indoor atmosphere and enjoyable sounds will convince the consumer to visit more readily to escape the gray of the holidays. This choice in month reflects two spikes in activity from the RV owning population, which will be effective in gathering more possible consumers to the museum.

Justification on Money SpentThe total amount of money spent comes roughly 70,000 short of the 2 million mark, and has been effectively spread across the major zones of the target audience, thus maximizing the possibility of drawing in RV owning rock and roll lovers. The usage of money plugged into search engines will pull forth anyone who wishes to travel, the radio ads will convince those on the road to possibly turn their vehicles in the direction of the museum, and the huge investment in the internet will place banner ads on most effective websites for buying and selling RVs as well as websites that express interest in travel. Therefore, the maximum use of the money provided to its limit will grant a higher concentration of the target audience, and will prove to be well worth the investment into the mediums chosen.

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