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Brendan McKenna

9/26/12
Intro to Media Advertising
RV Owners who are Rock Fans as a Target Group for the Rock and Roll Hall of Fame
Client Description
Company Overview
The 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 Offerings
The 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 Fans


Introduction
RV 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 Fans
The 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 Fans
The 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 emptynesters. 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 Museum
As 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 Explanation
Metro Area Priority No 1: Boston, Massachusetts
Boston, 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, Missouri


The 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, Michigan
Detroit, 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


o Tendency to travel
o Likes Rock and Roll
o Love of comfort
o RV population growing
Target Demographic Summary
o Age range 55-62
o HH Income of $56,000
o Married
o Gender: Male and Female
Target Geographic Summary
o Metro Priority No. 1: Boston, Massachusetts
o Metro Priority No. 2: St. Louis, Missouri
o Metro Priority No. 3: Detroit, Michigan

Rock and Roll Hall of Fame Media Plan


Introduction
The 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 Priorities

The 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 Choices
Magazine Choices

RV View
o 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
o 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


o 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
o 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
o 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 Choices
TV Choices

RV Crazy
o 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
o 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 Choices
Google Keywords
They 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 Schedule
The 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 Spent


The 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.

Bibliography
A.C. Nielsen Company. "Scarborough Research." Profile Report, 2012.
Caldwell, Dave. They're all Oldies, Including Dad. November 2, 2007.
http://travel.nytimes.com/2007/11/02/travel/escapes/02ritual.html?
ref=rockandrollhalloffameandmuseum&_r=0 (accessed September 27, 2012).
Cohn, D'Vera. Baby Boomers: The Gloomiest Generation. July 25, 2008.
http://pewresearch.org/pubs/880/baby-boomers-the-gloomiest-generation (accessed
September 27, 2012).
O'Brien, Sharon. Baby Boomers Create RV Travel Boom. 2012.
http://seniorliving.about.com/od/travelsmart/a/rvtravelgrowth_2.htm (accessed
September 27, 2012).
Recreational Vehicle Travelers. December 12, 2011.
http://www.tourism.umn.edu/ResearchReports/MarketSegments/RecreationalVehicle/
index.htm (accessed September 27, 2012).
Rohter, Larry. Rock and Roll Annex Is Not Here to Stay. December 4, 2009.
http://www.nytimes.com/2009/12/05/arts/music/05rock.html (accessed September
27, 2012).
RV Lifestyle is what Women Want. http://www.rvt.com/articles/rvarticle.php?
article=71 (accessed September 27, 2012).
The Rock and Roll Hall of Fame Museum. 2010. http://rockhall.com/visit-themuseum/learn/history-and-overview/ (accessed September 27, 2012).

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