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RBB Sporting Goods Power Flight Golf Clubs

RBB Sporting Goods Power Flight Golf Clubs Introductory Media Plan Jan. - Dec. JOMC 172 • Spring 2004 This presentation deck is based on the sample media plan in Advertising Media Planning by Sissors & Baron (6th edition, © 2002), pp. 23-38. Executive Summary

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RBB Sporting Goods Power Flight Golf Clubs

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  1. RBB Sporting GoodsPower Flight Golf Clubs Introductory Media Plan Jan. - Dec. JOMC 172 • Spring 2004 This presentation deck is based on the sample media plan in Advertising Media Planning by Sissors & Baron (6th edition, © 2002), pp. 23-38.

  2. Executive Summary • Target: regular golfers who play at least once per month (men 35-64) • Primary medium: television (network & cable; golf & weekend sports programs) • Secondary medium: magazines (golf & newsweeklies) • Broad national reach (81%) of target immediately prior to and during the beginning of the golf season (50% @ 3+). • Continuing support throughout golf season

  3. Background: Power Flight Golf Clubs • RBB Sporting Goods Company • Company’s first product for golfers • Titanium dioxide • Improve average golfer’s game • Nationally distributed by golf season • $11 million ad budget ($10 million media)

  4. Target Audience Objective • Direct advertising to regular golfers who play at least once per month. • Primarily male (75.6%) • Age 35-64 (56.7%) • College graduates (35.9%) • Executives/managers/administrators (17.8%) • $50,000 employment income (25.8%) SOURCE: MRI, Spring 1999

  5. Geographic Objective • Concentrate advertising impressions nationally. • Support national distribution. • Need to create national awareness. • Competition is national. • Budget is not adequate for additional spot support.

  6. Scheduling Objective(s) • Schedule the highest concentration of media impressions immediately prior to and during the beginning of the golf season. • New product introduction needs immediate support. • Preempt competitive efforts. Competitive Delivery by Month SOURCE: CMR Taylor Nelson Sofres, 1998

  7. Scheduling Objective(s) • Following introduction, provide sustaining support through the remainder of the warm-weather months., • Supports product during peak golf season. • Primary competitive efforts occur during these months. • Budget will not support year-long effort.

  8. Reach/Frequency Objective(s) • During the introductory period, reach 80 percent of target golfers an average of five times, and 50 percent three or more times. • Broad reach is needed to achieve awareness goals.

  9. Reach/Frequency Objective(s) • Following introduction, reach 30 percent of golfers at least once a month. • Continued advertising is necessary to achieve/maintain awareness levels. • Maintain presence during the remainder of the golf season.

  10. Creative Objective • Utilize media that can create awareness and effectively communicate the technical advantages of the Power Flight clubs. • Complex technical message.

  11. Budget Objective Competitive SpendingLeading Golf Club Competitors • Achieve these media objectives within a working media budget of $10 million. • $11 million total budget. • 3 brands have larger budgets. SOURCE: CMR Taylor Nelson Sofres, 1998

  12. Media Strategy • Primary Medium: Television (Network & cable golf & weekend sports programs) • Heavy use by target • Generate national awareness • Achieve broad national reach • Match competitive efforts • Demonstrate technical advantages

  13. Competitive Media Mix SOURCE: CMR Taylor Nelson Sofres, 1998

  14. Watching Golf on TV SOURCE: MRI, Spring 1999

  15. Watching Other Sports on TV SOURCE: MRI, Spring 1999

  16. Media Strategy • Secondary Medium: National Magazines • Highly targeted (golf-oriented consumer magazines & selected newsweeklies) • Heavy use by target • Explain technical advantages • Maintain awareness • Match competitive efforts

  17. Magazines SOURCE: MRI, Spring 1999; Marketer’s Guide to Media,2000.

  18. Media Strategy • Concentrate introductory weight in February/March to lead into the golf season. • Preempt competitive efforts • Use TV golf tournament sponsorships during introduction • Cost efficient way to boost frequency

  19. Media Strategy • Highlight RBB’s website in all print & TV • Provide additional technical details, retail locations, etc.

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