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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

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.

executive summary
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
background power flight golf clubs
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)
target audience objective
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

geographic objective
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.
scheduling objective s
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

scheduling objective s7
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.
reach frequency objective s
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.
reach frequency objective s9
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.
creative objective
Creative Objective
  • Utilize media that can create awareness and effectively communicate the technical advantages of the Power Flight clubs.
    • Complex technical message.
budget objective
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

media strategy
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
competitive media mix
Competitive Media Mix

SOURCE: CMR Taylor Nelson Sofres, 1998

watching golf on tv
Watching Golf on TV

SOURCE: MRI, Spring 1999

watching other sports on tv
Watching Other Sports on TV

SOURCE: MRI, Spring 1999

media strategy16
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
magazines
Magazines

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

media strategy18
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
media strategy19
Media Strategy
  • Highlight RBB’s website in all print & TV
    • Provide additional technical details, retail locations, etc.