Customize Your Freedom

Integrated Marketing Campaign

Convivial Advertising

Table of Contents
We wil position Harley-Davidson as the authentic experience provider of power and individuality.
2 3-6 7 8-9 10-11 12-15 16 17-18 19 20-21 22-23 24 25-35 Executive Summary Situation Analysis Marketing Goals Target Audience Creative Brief Creative Media Objectives Media Strategy Media Execution Budget Convivial Team Sources Cited Appendix

Executive Summary
For 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. Harley-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.

Situation Analysis: History

Harley-Davidson has a rich history in the United States. Founded in Milwaukee, 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 60s Harley-Davidson became infamous with the motorcycle gangs such as Hells Angels and Bandinos. Then in the year 2000 the company introduced the motorcycle version of Fords F150. Today it is a company that stands for power and American ingenuity.

Harley-Davidson

Harley-Davidson

Situation Analysis: Competition

Honda
Hondas success has been attributed to their expertise in the internal combustion 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 advertising in 2010. Judging from their media spending last year, Honda advertises most heavily in Jan, Apr, May, and October, with more medium spending 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. Hondas 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 generation of potential Harley customers in the power bike area because of how similar their bikes are to Harley.

Situation Analysis: Competition

Suzuki
Headquartered in Hamamatsu Japan, Suzuki Motor Co., Ltd. was into the automotive market prior to WWII but was forced into producing looms because of the war. Looms turned into basic motorcycle engines after the cotton market collapsed in 1951. Suzukis 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 competitor, especially in the speed bikes. Their 2010 advertising included a major emphasis in Network TV, Magazines, Internet, 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 Harleys biggest competitors with the younger generation. 1,296,300 on advertising for their motorcycle line in general. Their main medium 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 audience and present some competition for Harley-Davidson.

Yamaha
Yamaha motorcycles are manufactured by Yamaha Motor Corporation, USA. The Yamaha Motor company began as a musical instruments company. Wishing 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 customers in thirty-three countries. In 2009 they spent $5,592,700 on advertising. This included motorcycles, motorcycles & ATVS and sponsorships such at motocross. 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.

Triumph
Triumph Motorcycles is a British owned company that serves over 30 countries world wide. Triumphs 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 include cruisers, touring, sportsters, and speedsters. Their new 2011 models range from $7,999- $17,299. Accessories on Triumph bikes include lots of chrome piping and 1-4 color options per motorcycle with no custom paint options available.

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 Philippines. Their motorcycles have been produced since 1954. The Ninja ZX is their biggest seller. In 2010 alone Kawasaki spent $568,500 on advertising for the Ninja ZX. Additionally they spent

4 Harley-Davidson

Harley-Davidson

Kawasaki

Situation Analysis: SWOT

Strengths
Brand equity and iconic sound Long history of American ideals Power Image of freedom Large range of products Monopoly on the cruisers American Icon factor Harleys make you feel good

Marketing Goals
Our Companys 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 conjunction with the goals stated by Harley-Davidson. With the aging generation no longer able or interested in riding a motorcycle Harley is loosing their largest 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 demographic, but still not ignoring the current customer base.

Opportunities
TV and Radio Presence Interactive new media such as i-pods and i-pads

Threats
More expensive price Aging demographic cannot ride Other Competitors: Yamaha Honda Suzuki Kawasaki Triumph

Weaknesses
Mainly an older demographic Unwanted Hells Angel image Main source of advertising in magazines and through customer Not reaching the younger demographic

6 Harley-Davidson

Harley-Davidson

Target Audience
Primary Audience: Younger Generation ages 25-39 white males Income $50,000+ Secondary Audience: Older Generation ages 40-54 white males Target Audience 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 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 present address for at least a year, which home is worth between $50,000 and $199,999.

Target Audience: Media Consumption

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. Motorcycle 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.

8 Harley-Davidson

Harley-Davidson

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, Construction 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.

Creative Brief
Product/Client: Harley-Davidson Brief Description
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. 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 present 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, Construction 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.

Creative Brief
Motivation to Buy
Consumers 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 individuality by purchasing parts to customize their bikes. Consumers purchase Harley motorcycles specifically, because they can enjoy the status of owning a Harley.

Big Idea
Our big idea is to demonstrate the customizability of Harley-Davidson motorcycles while reaching a new target market. We want to show through our marketing and advertising strategies that Harley-Davidson appreciates individuality through the tagline Customize your Freedom. We will emphasize that Harley-Davidson offers full motorcycle 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
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.

Suggested Positioning

Suggested Tone of Approach

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.

Harley-Davidson

Target Audienxc
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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Harley-Davidson

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

Creative
Weletyoucustomizebecausewelike that everyones a little bit different.

Creative
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 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 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.

Harley-Davidson

Come join our family. Customize your Freedom.

We know everyones a little bit different. So why shouldnt 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: Camera watches Harley-Davidson motorists ride away. Announcer: Dont be a copycat. At HarleyDavidson, we let you customize your bike from your handle bars to your exhaust intake.

CustomizeYourFreedom.
VisityourlocalHarley-Davidsondealerorharley-davidson.com/customizeto learnmoreaboutournewcustombikesandtherallynearestyou.

Video: Camera then flashes to Harley-Davidsons logo and information. Announcer: Come join the club thats appreciated individuality since 1903. Harley-Davidson. Customize your freedom.

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Harley-Davidson

Creative
CustomizeYourHarley
Fit Style Function Performance

Creative
Harley-Davidson will create an iphone app that will allow users to customize their own harley bike from the handlebars 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. 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 Harleys 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 Davidsons dealership cooperative 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 HarleyDavidson 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 HarleyDavidson to receive.

CostEstimate: NearestHarleyDealer:

Harley-Davidson

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Harley-Davidson

Media Objectives
According to the data the following goals have been established:

Media Strategy
National and Spot: Budget Identified
We used the payout planning method to create a budget of 13.2 million. This budget will allow Harley-Davidson to dominate with the younger demographic as well as maintain their current customer base. 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).

Promotional Ideas:
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.

Reach: 60%

The reach is set at 60%. We determined 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.

Spot Markets:
These 8 spot markets were determined by examining the potential of 50 of Harley-Davidsons 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.

Media Mix:
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.

Frequency: 2.5
The frequency goal is set lower because Harley-Davidson is such a well known brand. Other factors were considered (see Ostrow Model).

Gross Rating Points: 150

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 accomplish our media objectives we will need at least 150 GRPs.

Share of Voice:
In 2009, Harley-Davidsons 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).

Scheduling Patterns:
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.

Harley-Davidson

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Harley-Davidson

Media Strategy

Media Execution
Television: Internet:
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.
Internet -Trgtd Sites Spot TVPrime Spot RadioMorning Drive 1005.2 Spot RadioEvening Drive 754 Outdoor Direct Mail Total 1655.5 1748.2 1043.3 1113.2 13186.8 Internet -Trgtd Sites Spot TVPrime Spot RadioMorning Drive 8% Spot RadioEvening Drive 6% Outdoor Direct Mail Total

Expenditures in $(000)
Net TVPrime Net CablePrime Net RadioMorning Drive 965.7 Net RadioDaytime Net RadioEvening Drive 519.1 Magazi nesMens

952.6

2280.6

189.9

959.5

Media Mix Percentage of Advertising Dollars

Net TVPrime Net CablePrime Net RadioMorning Drive 7% Net RadioDaytime Net RadioEvening Drive 4% Magazi nesMens

Total: $4,981,400
100%

We 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.

7%

17%

1%

7%

13%

13%

8%

8%

Radio:
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.

Total: $1,655,500 Outdoor:

Share of Voice
Net TVPrime Net CablePrime Net RadioMorning Drive 100% Net RadioDaytime Net RadioEvening Drive 100% Magazi nesMens Internet -Trgtd Sites Spot TVPrime Spot RadioMorning Drive 89% Spot RadioEvening Drive 86% Outdoor Direct Mail Total

38%

26%

100%

11%

38%

67%

78%

stats unknow n

57%

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.

Total: $1,043,300 Direct Mail:

18 Harley-Davidson

Total: $3,433,900 Magazines:

Total: $1,113,200

Total: $959,500

We have a continuous schedule of advertising in mens magazines. We are using less than ten percent of our budget for this medium because our target audience members are lightmedium users of magazines.

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Harley-Davidson

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.

 advertising budget, but also allocates the brands profits for advertising for a limited time. Usually for new product BUDGET
advertising budget, but also allocates the brands 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

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 plan demo). We will add to from the idea of the payout planning. This type of $1000 for the creation the regular (the older behind the budget comes the 9.7 million an additional $3,463,500 plusbudget, Includes not only of the app bringing the

grand total for the 2011 budget to just 13.2 million.

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 brands 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 and additional $4,463,500 bringing the grand total for the 2011 budget to just under 14.2 million. (not including outdoor advertising)

EXPENDITURES IN $(000)
Net TV- Net Net EXPENDITURES IN Prime CableRadioPrime Mornin g Drive
Net TVPrime

Budget
Net Cable2280.6 Prime

grand total for the 2011 budget to just 13.2 million.

Net $(000) RadioDaytim e

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).

952.6

1043.3 1113.2 13186.8 952.6 2280.6 965.7 189.9 519.1 959.5 1655.5 1748.2 1005.2 754 Expenditures in $(000) Additional Information: Additional Information: The two softwares necessary to create the app for the apple products and the smart-phones will cost awo dditional necessary to op of the 13,187(000) making the complete total 13,188(000). The t n a softwares $1000 on t 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)

Net Radio965.7 Mornin g Drive

Net Radio189.9 Daytim e

Net Magazi Internet Spot Radiones-Trgtd TV519.1 Evening Mens 959.5 Sites 1655.5 Prime Drive

Net RadioEvening Drive

Magazi nesMens

Internet -Trgtd Sites

Spot TVPrime
Spot Radio1748.2 Mornin g Drive

Spot RadioMornin g Drive

Spot Radio1005.2 Evening Drive

Outdoo r

Spot RadioEvening Drive 754

Outdoo r
Direct Mail

Direct Mail
Total

Total

1043.3

1113.2

13186.8

Budget Breakdown (excluding non-tradition)

20 Harley-Davidson

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Harley-Davidson

Meet Convivial


Brenton Anderson was born and raised in Green River Wyoming. Finished his undergrad this semester, Brenton is looking to graduate with a bachelors degree in business management with an emphasis in marketing and clusters in advertising and web design. For the past two semesters, Brenton has worked parttime 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 bachelors 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 bachelors 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.

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.

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Harley-Davidson

Sources Cited
Yamaha Motors.com
http://www.yamaha-motor.com/

Appendix: Ostrow Model

Adage.com

Kawasaki.com
http://www.kawasaki.com

Suzukicycles.com
http://www.suzukicycles.com/Product%20Lines/Cycles.aspx?sc_lang=en

Harley_Davidson reports. http:// adage.com/results?endeca=1&s earchprop=AdAgeAll&return=en deca&search_offset=0&search_ order_by=score&search_ phrase=Harley+Davidson

Mintel

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

Honda.com
http://powersports.honda.com/

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

The Ostrow Model of Effective Frequency Low Required Frequency Frequency Adjustment Market Factors Established brand -0.2 -.1 +.1 +.2 High market share -.2 -0.1 +.1 +.2 Dominant brand in market -0.2 -.1 +.1 +.2 High brand loyalty -0.2 -.1 +.1 +.2 Long purchase cycle -.2 -0.1 +.1 +.2 Product used occasionally -.2 -0.1 +.1 +.2 +.1 +.2

High Required Frequency New brand Low market share less know brand in market Low brand loyalty Short purchase cycle Product used daily Need to beat competition Adv. to older consumers/ kids Complex Copy copy less unique than competition Image type copy More difficult kinds of messages Older message Small advertising units High clutter Neutral editorial setting Low audience attentiveness Pulse or flight scheduling More media vehicles Low repeat exposure media

Copy Factors that Affect Frequency Simple Copy -0.2 -.1 Continuing old campaign -.2 -.1 Product sell copy Single kind of message avoid wearout: new message Large advertising units Media Factors Low clutter Favorable editorial setting High audience attentiveness Continuous scheduling Few media vehicles High repeat exposure media -.2 -0.2 -.2 -.2 -.2 -.2 -.2 -.2 -.2 -.2 -0.1 -.1 -0.1 -.1 -.1 -0.1 -0.1 -.1 -.1 -0.1

+.1

+.2

+.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1

+.2 +.2 +.2 +.2 +.2 +.2 +.2 +.2 +.2 +.2 +.2 +.2

Mediaflightplan.com
New New New New Harley Harley Harley Harley Competitive Demo/Marketing Info Market/Sales Info Media Data

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

24 Harley-Davidson

total frequency= 2.5

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Harley-Davidson

Appendix: Primary Target Audience

Primary Audience
Total Fall 2009 Product: Trucks/ATV/Motorcycles Motorcycles - Number Owned Household owns any Men Total '000 Proj '000 Pct Across Pct Down Index 109165 10129 9.3 Educ: attended college 28860 3256 11.3 Age 25-34 20264 1629 8 Occupation: Natural Resources, Construction and Maintenance Occupation 12830 1561 12.2 Occupa:on: Other Employed 22829 2710 11.9 HHI$60,000-$74,999 12559 1360 10.8 HHI$50,000-$59,999 9605 907 9.4 Census Region: North East 19848 1838 9.3 Census Region: South 39879 3274 8.2 Census Region: Midwest 24161 2529 10.5 Census Region: West 25277 2488 9.8 Marital Status: Now Married 62245 5873 9.4 Marital Status: Widowed/Divorced/Legally 14839 Separated 1542 10.4 Child age: <12 months * 3827 368 9.6 Years At Present Address: 1-4 Years 31720 2717 8.6 Home value: $100,000-$199,999 23371 2424 10.4 Home value: $50,000-$99,999 9130 987 10.8 Race: White 83230 9173 11 100 32.1 16.1 15.4 26.8 13.4 9 18.1 32.3 25 24.6 58 15.2 3.6 26.8 23.9 9.7 90.6 100 122 87 131 128 117 102 100 88 113 106 102 112 104 92 112 116 119

Appendix: Secondary Target Audience

Secondary Audience
Total
Educ: attended college

Fall 2009 Product: Trucks/ATV/Motorcycles Motorcycles - Number Owned Household owns any Men Total '000 Proj '000 Pct Across Pct Down

Index

26 Harley-Davidson

27

Harley-Davidson

109165 10129 9.3 28860 3256 11.3 Age 45-54 21598 2753 12.7 Occupation: Natural Resources, Construction and Maintenance Occupation 12830 1561 12.2 Occupa:on: Other Employed 22829 2710 11.9 HHI150,000+ 12118 1259 10.4 HHI$75,000-$149,999 33267 3773 11.3 Census Region: North East 19848 1838 9.3 Census Region: South 39879 3274 8.2 Census Region: Midwest 24161 2529 10.5 Census Region: West 25277 2488 9.8 Marital Status: Now Married 62245 5873 9.4 Marital Status: Widowed/Divorced/Legally S14839 eparated 1542 10.4 Child age: 6-11 years 19185 1808 9.4 Child age: 12-17 years 20357 2207 10.8 Years At Present Address: 5+ Years 59460 6095 10.3 Home: Owned 76784 8150 10.6 Home value: $200,000-$499,999 21651 2386 11 Race: White 83230 9173 11

100 32.1 27.2 15.4 26.8 12.4 37.2 18.1 32.3 25 24.6 58 15.2 17.9 21.8 60.2 80.5 23.6 90.6

100 122 137 131 128 112 122 100 88 113 106 102 112 102 117 110 114 119 119

Appendix: EV Percentages
Code 501 803 602 504 807 506 511 623 505 524 618 510 613 819 528 539 508 609 862 753 751 533 534 512 825 527 500 515 616 617 517 659 560 535 567 514 563 544 640 622 548 770 641 650 521 529 566 518 577 630 DMA MARKET NAME New York, NY Los Angeles, CA Chicago, IL Philadelphia, PA San Francisco et al, CA Boston et al, MA-NH Washington et al, DC-MD Dallas-Ft. Worth, TX Detroit, MI Atlanta, GA Houston, TX Cleveland, OH Minneapolis-St. Paul, MN Seattle-Tacoma, WA Miami-Ft. Lauderdale, FL Tampa et al, FL Pittsburgh, PA St. Louis, MO Sacramento et al, CA Phoenix, AZ Denver, CO Hartford & New Haven, CT Orlando et al, FL Baltimore, MD San Diego, CA Indianapolis, IN Portland-Auburn, ME Cincinnati, OH Kansas City, MO-KS Milwaukee, WI Charlotte, NC Nashville, TN Raleigh et al, NC Columbus, OH Greenville et al, SC-NC Buffalo, NY Grand Rapids et al, MI Norfolk et al, VA Memphis, TN New Orleans, LA W. Palm Beach et al, FL Salt Lake City, UT San Antonio, TX Oklahoma City, OK Providence et al, RI-MA Louisville, KY Harrisburg et al, PA Greensboro et al, NC Wilkes Barre et al, PA Birmingham et al, AL TOTAL US Age18+ 15553.1 12141.6 6978.9 5763.0 5319.3 4752.4 4427.4 4483.0 3722.2 4072.4 3804.0 2951.9 3126.0 3333.8 3165.6 3075.6 2262.8 2264.4 2653.9 3133.8 2720.7 1956.2 2450.4 2115.1 2205.0 1975.7 747.5 1656.0 1650.9 1660.5 1914.1 1742.7 1863.4 1616.2 1548.3 1254.2 1431.8 1380.8 1294.2 1312.5 1344.7 1714.3 1523.1 1250.7 1239.6 1184.5 1270.7 1232.9 1171.1 1338.6 144751.5 Age18-24 1761.5 1634.4 889.8 710.1 580.9 557.4 508.9 598.1 446.7 535.0 521.9 346.9 410.5 411.6 349.0 295.4 269.1 281.4 363.0 406.2 360.1 226.7 276.5 251.3 317.9 266.5 82.1 217.3 218.5 213.4 232.2 231.7 260.5 219.7 191.9 158.0 210.3 202.0 180.6 183.0 118.5 338.1 213.0 191.1 160.1 143.3 151.0 146.9 141.0 175.7 18156.7 Age25-34 2857.5 2529.3 1368.8 950.8 1052.8 818.0 841.1 947.4 671.9 855.7 783.4 469.5 550.1 602.5 556.7 435.3 325.5 374.4 462.7 602.5 540.0 303.6 386.9 351.5 442.6 353.5 108.1 287.5 295.6 280.6 367.7 327.3 376.2 305.3 256.8 187.5 250.9 245.6 242.2 230.4 173.5 370.5 284.9 216.8 201.0 204.4 197.6 220.8 166.2 234.8 26466.2 Populations (000) Age35-44 W18+ 3348.3 8251.2 2680.9 6312.6 1486.0 3641.9 1195.5 3071.2 1162.1 2648.1 1032.9 2512.5 1007.4 2355.7 1023.0 2317.3 790.0 1948.1 937.0 2136.5 847.6 1967.0 585.1 1549.8 684.7 1640.3 709.1 1705.7 676.0 1663.3 547.6 1621.2 418.7 1195.9 466.9 1222.8 553.2 1401.4 625.9 1604.7 590.5 1373.2 412.5 1023.7 479.9 1283.0 459.8 1112.4 465.5 1108.3 408.5 1027.5 153.7 398.7 348.5 870.8 344.1 886.6 348.6 863.8 410.7 998.2 362.0 915.3 399.1 970.7 339.8 834.4 292.1 819.0 243.7 655.8 292.8 737.3 297.2 712.9 262.9 687.3 265.7 699.0 237.9 711.3 323.4 886.3 309.5 796.1 235.6 650.1 255.5 669.2 244.9 628.5 255.3 667.6 249.6 645.5 218.5 603.4 256.2 714.5 30541.9 75717.6 W18-24 869.0 839.5 429.5 356.3 270.5 281.0 255.0 294.0 218.1 264.5 257.5 170.7 207.7 199.6 167.1 146.6 133.4 142.7 191.7 203.6 174.7 111.0 136.2 124.7 147.3 133.4 41.0 109.5 113.6 104.1 116.7 113.5 126.8 107.9 96.8 78.2 104.2 94.8 88.4 93.3 57.5 177.1 105.2 94.2 85.4 71.7 77.4 75.1 69.8 88.7 9016.2 W25-34 1483.1 1302.6 699.1 491.5 509.1 436.5 458.1 485.5 346.0 454.7 401.4 240.7 289.9 306.7 282.8 221.8 163.1 198.5 252.8 299.5 267.6 157.2 197.7 188.4 219.0 181.3 58.2 150.4 157.5 141.6 188.7 166.8 190.8 158.9 131.2 93.7 125.9 123.0 123.7 119.9 89.7 186.3 144.5 107.9 107.8 106.2 101.0 111.1 80.0 120.8 13620.2 W35-44 1714.5 1325.9 753.7 620.8 552.4 527.1 524.1 502.6 401.9 474.0 424.3 300.5 349.3 355.2 342.9 278.6 217.1 245.1 280.6 305.4 288.9 211.1 242.7 237.6 224.6 205.8 82.3 178.1 178.9 178.1 204.5 185.4 201.6 168.6 148.6 123.6 146.9 150.8 137.1 137.7 122.6 157.0 156.0 118.6 132.7 127.6 130.4 124.5 108.3 132.83 15439.4 Avg. HHI $(000) 78.6 69.0 75.4 68.6 95.2 77.0 84.6 70.1 72.6 72.2 67.2 60.6 71.0 70.0 60.7 57.0 54.0 62.3 63.5 63.4 73.6 70.8 57.2 69.7 70.1 61.3 55.6 64.8 63.4 65.0 62.0 57.2 61.5 60.9 52.2 53.2 59.9 57.8 54.3 52.5 69.5 64.0 55.8 50.4 60.2 57.5 59.1 56.7 49.3 53.7 3192.2 Est New Motorcycle Sales Units 27026 66942 13991 19080 22962 21899 20862 19093 18532 22273 15921 13387 10478 17339 8807 16923 13968 10250 16664 21955 12645 8969 15618 10756 16456 9397 4838 7048 7359 5536 10891 10045 10384 6332 8568 6065 4078 8134 4743 5615 5227 6373 8127 4182 5842 4319 7056 6673 6678 8029 634335.0 Recreational Vehicle Lifestyle Index 57 96 68 69 77 77 63 88 102 86 87 80 129 125 59 81 86 85 129 128 129 77 88 70 101 88 129 79 86 95 91 94 78 84 102 103 129 82 90 82 64 196 88 111 79 87 96 88 104 103 4665.0 % of US Motorcycle Commuters 2.45 9.42 1.00 1.68 7.75 1.07 1.63 2.01 0.56 1.40 2.05 0.39 0.81 2.45 1.98 2.47 0.40 0.51 2.20 4.82 1.34 0.44 2.87 0.49 3.09 0.58 0.13 0.37 0.46 0.50 0.70 0.58 0.90 0.34 0.61 0.22 0.26 0.71 0.35 0.56 0.90 0.94 0.74 0.53 0.25 0.24 0.43 0.38 0.18 0.30 67.4 Est New Harley Sales Units 12941 19804 9358 7675 10343 6398 8225 5801 4494 5454 4854 2966 4281 5251 3255 3410 2023 2599 3597 4210 3994 2853 2746 3082 3642 2160 762 1988 2017 1947 2138 1726 2068 1838 1223 1437 1315 1544 1130 1085 1773 2506 1556 1097 1406 1172 1429 1049 863 1206 181691.0

Appendix: EV Percentages
Total Across Est. Value 42962.55 5% 89449.72 11% 24862.20 3% 27845.08 3% 34537.75 4% 29270.07 3% 30077.33 4% 26001.51 3% 23873.06 3% 28742.30 3% 21714.65 3% 16963.49 2% 15509.91 2% 23389.95 3% 12740.38 1% 20908.77 2% 16456.90 2% 13371.21 2% 20918.40 2% 26963.72 3% 17382.94 2% 12273.84 1% 18898.97 2% 14329.69 2% 20714.79 2% 12060.38 1% 5892.83 1% 9467.67 1% 9821.46 1% 7924.10 1% 13550.40 2% 12250.08 1% 12968.60 2% 8620.54 1% 10202.61 1% 7845.92 1% 5833.06 1% 10064.11 1% 6259.85 1% 7065.46 1% 7307.90 1% 9510.44 1% 10112.44 1% 5657.73 1% 7588.45 1% 5840.14 1% 8838.13 1% 8087.88 1% 7860.68 1% 9626.80 1% 0 850416.84 % Population 25-34 11% 10% 5% 4% 4% 3% 3% 4% 3% 3% 3% 2% 2% 2% 2% 2% 1% 1% 2% 2% 2% 1% 1% 1% 2% 1% 0% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 100% Avg. HHI $(000) 2% 2% 2% 2% 3% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 100% % Est New Recreational % Est New Motorcycle Vehicle % of US Harley Sales Lifestyle Motorcycle Sales Units Index Commuters Units 4% 1% 4% 7% 11% 2% 14% 11% 2% 1% 1% 5% 3% 1% 2% 4% 4% 2% 11% 6% 3% 2% 2% 4% 3% 1% 2% 5% 3% 2% 3% 3% 3% 2% 1% 2% 4% 2% 2% 3% 3% 2% 3% 3% 2% 2% 1% 2% 2% 3% 1% 2% 3% 3% 4% 3% 1% 1% 3% 2% 3% 2% 4% 2% 2% 2% 1% 1% 2% 2% 1% 1% 3% 3% 3% 2% 3% 3% 7% 2% 2% 3% 2% 2% 1% 2% 1% 2% 2% 2% 4% 2% 2% 2% 1% 2% 3% 2% 5% 2% 1% 2% 1% 1% 1% 3% 0% 0% 1% 2% 1% 1% 1% 2% 1% 1% 1% 2% 1% 1% 2% 2% 1% 1% 2% 2% 1% 1% 2% 2% 1% 1% 1% 2% 1% 1% 1% 2% 1% 1% 1% 2% 0% 1% 1% 3% 0% 1% 1% 2% 1% 1% 1% 2% 1% 1% 1% 2% 1% 1% 1% 1% 1% 1% 1% 4% 1% 1% 1% 2% 1% 1% 1% 2% 1% 1% 1% 2% 0% 1% 1% 2% 0% 1% 1% 2% 1% 1% 1% 2% 1% 1% 1% 2% 0% 0% 1% 2% 0% 1% 100% 100% 100% 100% Total Across Est. Value 29% 5% 49% 8% 18% 3% 17% 3% 29% 5% 16% 3% 17% 3% 17% 3% 13% 2% 16% 3% 15% 3% 10% 2% 12% 2% 16% 3% 11% 2% 13% 2% 9% 1% 9% 1% 14% 2% 20% 3% 13% 2% 9% 1% 13% 2% 9% 2% 15% 3% 9% 1% 6% 1% 8% 1% 8% 1% 8% 1% 9% 2% 8% 1% 9% 2% 7% 1% 8% 1% 7% 1% 7% 1% 8% 1% 6% 1% 7% 1% 7% 1% 11% 2% 8% 1% 7% 1% 6% 1% 6% 1% 7% 1% 7% 1% 6% 1% 7% 1% 600% Order 2 1 5 6 2 9 6 6 10 12 11 4

28 Harley-Davidson

29

Harley-Davidson

Appendix: Advertising Dollars

Aprilia Auto Moto BMW Buell Can-Am Crossrunner Ducati Ducati Eco Motor Company Genuine Scooter Co Harley-Davidson Harley-Davidson Harley-Davidson Honda Honda Honda Honda Honda Honda Honda Honda Honda Honda Honda Honda Husqvarna Indian Joe Rocket Kawasaki Kawasaki Kawasaki Ninja ZX KTM Kymco Kymco Mountain Motorsports MSR Peugeot Piaggio Piaggio Pitster Pro QLink Ridley Star Suzuki Suzuki Suzuki Suzuki Thoroughbred Motorsports Titan Tomberlin Triumph Vespa Victory Yamaha Yamaha Yamaha Yamaha Corp of Japan Aprilia : Motorcycle Aprilia 198.8 Auto Moto Auto Moto : Scooter 1.6 BMW : Motorcycle BMW 672.2 Buell : Motorcycle Buell 264.9 Can-Am Spyder Roadster : Motorcycle Can-Am 994.3 Crossrunner : Scooters Crossrunner 3.8 Ducati : Motorcycle Ducati 415.2 Ducati : Motorcycle & Apparel Ducati 0.4 Eco Motor Company EMC3 Commuter : MotorcycleEco Motor Company 8.5 Genuine Scooter Co : Scooters Genuine Scooter Co 0.2 Harley-Davidson Inc : Corporate Promotion Harley-Davidson 927.5 Harley-Dvdsn : Motorcycle Harley-Davidson 9723.7 Harley-Dvdsn : Online Harley-Davidson 13.2 Daytona Supercross/Honda : Sponsored Event Honda 30.1 Honda : ATVS & Motorcycles Honda 72.4 Honda : Motor Bikes Honda 76.2 Honda : Motorcycle Honda 2410.4 Honda : Scooters Honda 10.0 Honda : Var Motorcycles Honda 116.3 Honda CRF25OR : Motor Bikes Honda 26.8 Honda Fury : Motorcycle Honda 1226.8 Honda Motor Motorcycle Division : Corporate Promotion Honda 93.4 Honda Super Cycle Weekend Honda 1.6 Honda Superbike Classic Honda 17.3 Honda Superbike/Racing Honda 0.3 Husqvarna : Motorcycle Husqvarna 55.4 Indian : Motorcycle Indian 47.4 Joe Rocket : Motorcycle Joe Rocket 51.4 Kawasaki : ATVS & Motorcycles Kawasaki 1.8 Kawasaki : Motorcycle Kawasaki 1296.3 Kawasaki Ninja ZX : Motorcycle Kawasaki Ninja ZX 568.5 KTM : Motorcycle KTM 278.5 Kymco : Motor Bikes Kymco 47.4 Kymco : Motor Scooters Kymco 1.0 Mountain Motorsports : ATVS & Motorcycles Mountain Motorsports 0.2 MSR : Various Motorcycle Accessories & Equipment MSR 25.4 Peugeot : Motorcycle Peugeot 11.6 Piaggio : Motor Bikes Piaggio 2.3 Piaggio : Motor Scooters Piaggio 2.4 Pitster Pro : Motorbikes Pitster Pro 0.5 QLink : Motorcycle QLink 7.0 Ridley : Motorcycle Ridley 0.1 Star : Motorcycle Star 417.7 Suzuki : ATVS & Motorcycles Suzuki 485.6 Suzuki : Motorcycle Suzuki 1070.5 Suzuki GSX-R1000 : Motorcycle Suzuki 0.5 Suzuki Boulevard : Motorcycle Suzuki 131.2 Thoroughbred Motorsports : Motor Trike Thoroughbred Motorsports 6.8 Titan : Motorcycle Titan 0.1 Tomberlin : Motorcycle Tomberlin 7.9 Triumph : Motorcycle Triumph 148.3 Vespa : Motor Scooters Vespa 64.9 Victory : Motorcycle Victory 3718.4 Yamaha : ATVS & Motorcycles Yamaha 3434.7 Yamaha : Motorcycle Yamaha 2007.2 Yamaha : Scooters Yamaha 2.0 Monster Energy AMA Supercross/Yamaha : Sponsored Event Yamaha Corp of Japan 150.8 Aprilia : Motorcycle 0.0 0.0 0.0 0.0 193.5 Auto Moto : Scooter 0.0 0.0 0.0 0.0 0.0 BMW : Motorcycle 0.0 0.0 0.0 0.0 622.7 Buell : Motorcycle 0.0 0.0 0.0 0.0 249.6 Can-Am Spyder Roadster : Motorcycle 0.0 13.1 0.0 0.0 299.3 Crossrunner : Scooters 0.0 0.0 0.0 0.0 0.0 Ducati : Motorcycle 0.0 0.0 0.0 0.0 353.7 Ducati : Motorcycle & Apparel 0.0 0.0 0.0 0.0 0.0 Eco Motor Company EMC3 Commuter : Motorcycle 0.0 5.2 0.0 0.0 0.0 Genuine Scooter Co : Scooters 0.0 0.0 0.0 0.0 0.0 Harley-Davidson Inc : Corporate Promotion 0.0 0.0 0.0 0.0 609.5 1125.8 Harley-Dvdsn27.9 : Motorcycle 1563.6 0.0 3383.2 Harley-Dvdsn :0.0 0.0 Online 0.0 0.0 0.0 Daytona Supercross/Honda : Sponsored Event0.0 0.0 24.7 5.4 0.0 Honda : ATVS 2.2 60.2 & Motorcycles 0.0 0.0 0.0 Honda : Motor 0.0 0.0 Bikes 0.0 0.0 76.2 Honda : Motorcycle 331.2 6.0 1688.7 0.0 213.6 Honda : Scooters 0.0 0.0 0.0 0.0 0.0 Honda : Var Motorcycles 24.4 0.0 0.0 0.0 0.0 Honda CRF25OR : Motor Bikes 0.0 0.0 0.0 0.0 25.4 Honda Fury : Motorcycle 0.0 0.0 0.0 0.0 1226.8 Honda Motor Motorcycle Division : Corporate Promotion 0.0 0.0 0.0 0.0 93.4 Honda Super Cycle Weekend 0.0 0.0 0.0 0.0 0.0 Honda Superbike Classic 0.0 0.0 3.3 0.0 0.0 Honda Superbike/Racing 0.0 0.0 0.0 0.0 0.0 Husqvarna : Motorcycle 0.0 0.0 5.9 0.0 47.4 Indian : Motorcycle 0.0 0.0 0.0 0.0 47.4 Joe Rocket : Motorcycle 0.0 0.0 0.0 0.0 51.4 Kawasaki : ATVS & Motorcycles 0.0 1.8 0.0 0.0 0.0 Kawasaki : Motorcycle 0.0 25.4 0.0 0.0 792.2 Kawasaki Ninja ZX : Motorcycle 0.0 0.0 0.0 0.0 568.5 KTM : Motorcycle 0.0 0.0 0.0 0.0 277.1 Kymco : Motor 0.0 0.0 Bikes 0.0 0.0 47.4 Kymco : Motor 1.0 0.0 Scooters 0.0 0.0 0.0 Mountain Motorsports : ATVS & Motorcycles 0.0 0.0 0.0 0.0 0.0 MSR : Various 0.0 0.0 Motorcycle Accessories & Equipment 0.0 0.0 25.4 Peugeot : Motorcycle 0.0 0.0 0.0 0.0 11.6 Piaggio : Motor Bikes 0.0 0.0 0.0 0.0 0.0 Piaggio : Motor Scooters 0.0 0.0 0.0 0.0 0.0 Pitster Pro : Motorbikes 0.0 0.0 0.0 0.0 0.0 QLink : Motorcycle 0.0 2.3 0.0 0.0 0.0 Ridley : Motorcycle 0.0 0.1 0.0 0.0 0.0 Star : Motorcycle 0.0 6.8 16.9 0.0 379.0 Suzuki : ATVS & Motorcycles 27.0 411.9 33.9 0.0 0.0 Suzuki : Motorcycle 302.4 0.2 0.0 0.0 215.0 Suzuki GSX-R1000 : Motorcycle 0.0 0.0 0.0 0.0 0.0 Suzuki Boulevard : Motorcycle 0.0 0.0 0.0 0.0 94.8 Thoroughbred 0.0 0.0 Motorsports : 6.8 Motor Trike 0.0 0.0 Titan : Motorcycle 0.0 0.0 0.0 0.0 0.0 Tomberlin : Motorcycle 0.0 0.0 0.0 0.0 0.0 Triumph : Motorcycle 0.0 0.0 0.0 0.0 142.1 Vespa : Motor Scooters 0.0 16.2 0.0 0.0 0.0 Victory : Motorcycle 0.0 51.2 2047.6 0.0 1242.9 Yamaha : ATVS & Motorcycles 137.3 83.3 2262.0 44.8 47.4 Yamaha : Motorcycle 665.9 41.6 366.8 0.0 661.1 Yamaha : Scooters 0.0 0.0 0.0 0.0 0.0 Monster Energy AMA Supercross/Yamaha : Sponsored Event 0.0 0.0 150.8 0.0 0.0 198.8 0.0 1.6 0.0 672.2 0.0 264.9 0.0 994.3 0.0 3.8 0.0 415.2 0.0 0.4 0.0 8.5 0.0 0.2 0.0 927.5 0.0 9723.7 0.0 13.2 0.0 30.1 0.0 72.4 0.0 76.2 0.0 2410.4 0.0 10.0 0.0 116.3 0.0 26.8 0.0 1226.8 0.0 93.4 0.0 1.6 0.0 17.3 0.0 0.3 0.0 55.4 0.0 47.4 0.0 51.4 0.0 1.8 0.0 1296.3 0.0 568.5 0.0 278.5 0.0 47.4 0.0 1.0 0.0 0.2 0.0 25.4 0.0 11.6 0.0 2.3 0.0 2.4 2.4 0.5 0.0 7.0 0.0 0.1 0.0 417.7 0.0 485.6 0.0 1070.5 0.0 0.5 0.0 131.2 0.0 6.8 0.0 0.1 0.0 7.9 0.0 148.3 0.0 64.9 7.2 3718.4 0.0 3434.7 0.0 2007.2 0.0 2.0 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 0.0 0.0 13.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5.2 0.0 0.0 0.0 0.0 143.6 0.0 1125.8 106.4 27.9 0.0 0.0 0.0 0.0 0.0 24.7 60.2 0.0 2.2 0.0 0.0 0.0 331.2 0.0 6.0 0.0 0.0 0.0 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 0.0 0.0 0.0 0.0 3.3 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 0.0 1.8 0.0 0.0 25.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.3 0.0 0.0 0.1 0.0 0.0 6.8 27.0 0.0 411.9 302.4 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 16.2 0.0 0.0 51.2 137.3 0.0 83.3 665.9 0.0 41.6 0.0 0.0 0.0 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 174.40.0 1024.6 1563.6 0.0 0.0 0.0 5.4 0.0 0.0 0.0 0.0 1688.7 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 0.0 0.0 0.0 0.0 0.0 5.9 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 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 16.9 0.0 33.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 6.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2047.6 0.0 2262.0 0.0 366.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 460.2 0.0 3.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 11.3 0.0 0.0 0.0 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 0.0 0.0 0.0 0.0 0.0 1.6 0.0 14.0 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 0.0 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 15.0 0.0 12.8 0.0 0.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 7.9 0.0 0.0 0.0 23.2 0.0 6.4 0.0 0.8 44.8 36.8 0.0 2.0 0.0 0.0 0.0

Appendix: Advertising Dollars

193.5 0.0 622.7 249.6 299.3 0.0 353.7 0.0 0.0 0.0 609.5 3383.2 0.0 0.0 0.0 76.2 213.6 0.0 0.0 25.4 1226.8 93.4 0.0 0.0 0.0 47.4 47.4 51.4 0.0 792.2 568.5 277.1 47.4 0.0 0.0 25.4 11.6 0.0 0.0 0.0 0.0 0.0 379.0 0.0 215.0 0.0 94.8 0.0 0.0 0.0 142.1 0.0 1242.9 47.4 661.1 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 0.0 0.0 0.0 0.0 0.0 1.4 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 0.0 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 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 0.0 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 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 0.0 0.0 0.0 0.0 0.0 0.0 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 0.0 0.0 0.0 0.0 7.2 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 0.0 0.0 0.0 443.1 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 0.0 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 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 0.0 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 0.0 143.6 106.4 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 0.0 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 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 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 174.4 269.6 1024.6 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 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 0.0 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 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 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 127.1 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 0.0 0.0 0.0 0.0 0.0 460.2 0.0 3.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 49.4 11.3 0.0 0.0 0.0 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 0.0 0.0 0.0 0.0 0.0 1.6 0.0 14.0 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 0.0 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 15.0 0.0 12.8 0.0 0.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 7.9 0.0 0.0 12.3 23.2 104.2 6.4 0.0 0.8 30.5 36.8 0.0 2.0 0.0 0.0 5.3 1.6 48.3 15.3 4.7 0.0 61.5 0.4 3.4 0.2 0.0 1323.6 13.2 0.0 10.0 0.0 169.5 7.5 91.9 1.3 0.0 0.0 0.0 0.0 0.3 2.2 0.0 0.0 0.0 465.3 0.0 0.9 0.0 0.0 0.2 0.0 0.0 2.3 0.0 0.5 4.7 0.0 0.0 0.0 542.7 0.5 36.4 0.0 0.1 0.0 6.2 6.0 113.4 848.2 190.7 0.0 0.0 0.00.0 0.00.0 0.01.2 0.00.0 0.0 217.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.0 395.1 0.00.0 0.00.0 0.00.0 0.00.0 1.40.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.0 13.4 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.09.4 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.00.0 0.0 25.6 0.0 11.0 0.0 13.7 0.00.0 0.00.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 443.1 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 0.0 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 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 0.0 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 0.0 0.0 269.6 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 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 127.1 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 0.0 0.0 49.4 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 0.0 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 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 12.3 104.2 0.0 30.5 0.0 0.0 5.3 1.6 48.3 15.3 4.7 0.0 61.5 0.4 3.4 0.2 0.0 1323.6 13.2 0.0 10.0 0.0 169.5 7.5 91.9 1.3 0.0 0.0 0.0 0.0 0.3 2.2 0.0 0.0 0.0 465.3 0.0 0.9 0.0 0.0 0.2 0.0 0.0 2.3 0.0 0.5 4.7 0.0 0.0 0.0 542.7 0.5 36.4 0.0 0.1 0.0 6.2 6.0 113.4 848.2 190.7 0.0 0.0 0.0 0.0 1.2 0.0 217.0 0.0 0.0 0.0 0.0 0.0 0.0 395.1 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 0.0 0.0 0.0 0.0 13.4 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 0.0 9.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 25.6 11.0 13.7 0.0 0.0

Harley-Davidson

Motorcyle Total to figure out share of voice

24904.8

Motorcyle Total to figure out share of voice

24904.8

30

31

Harley-Davidson

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

Appendix: Motorcycle Owners

Base: HH Owns Motorcycle %Adults in HHs Owning Motorcycle: 7.1 Base: HH Owns Motorcycle %Adults in HHs Owning Motorcycle: 7.1 HH Owns Motorcycle (000) Vert% Horz% Index 15926 Totals 100.0 100.0 100 385 BMW 2.4 100.0 100 4874 Harley Davidson 100.0 30.6 100 4532 Honda 28.5 100.0 100 1755 Kawasaki 11.0 100.0 100 2018 Suzuki 12.7 100.0 100 2478 Yamaha 15.6 100.0 100 1362 Other 8.6 100.0 100 1313 Under 100cc 8.2 100.0 100 3195 - 449cc 100 20.1 100.0 100 3060 - 749cc 450 19.2 100.0 100 2336 - 899cc 750 14.7 100.0 100 6199 900cc or larger 100.0 38.9 100 1353 bike (off-road- Competition) Dirt 8.5 100.0 100 658 bike (off-road- Enduro) 100 Dirt 4.1 100.0 917 Other dirt/trail bike 5.8 100.0 100 976 purpose dirt/ street bike Dual 6.1 100.0 100 3968 Street Bike - Cruiser 24.9 100.0 100 2098 Street Bike - Custom 13.2 100.0 100 2950 Street Bike - Standard 18.5 100.0 100 2258 Street Bike - Touring 14.2 100.0 100 2509 Street Bike - Sport/ Performance 15.8 100.0 100 Totals BMW Harley Davidson Honda Kawasaki Suzuki Yamaha Other Under 100cc 100 - 449cc 450 - 749cc 750 - 899cc 900cc or larger Dirt bike (off-road- Competition) Dirt bike (off-road- Enduro) Other dirt/trail bike Dual purpose dirt/ street bike Street Bike - Cruiser Street Bike - Custom Street Bike - Standard Street Bike - Touring Street Bike - Sport/ Performance * Projections relatively unstable use with caution. Source: 2009 Gfk MRI Doublebase Weighted by: Population Copyright (c) 2009 MRI All Rights Reserved
1

Appendix: Motorcycle Owners

Index 100 114 104 111 115 129 113 112 102 106 138 92 121 116 129 98 109 128 90 93 81 153 Primary Rider Age 45+ (000) Vert% Horz% 3808 100.0 1.7 115 * 3.0 29.9 1508 39.6 30.9 1095 28.8 24.2 428 11.2 24.4 372 9.8 18.4 665 17.5 26.8 328 8.6 24.1 165 * 4.3 12.6 728 19.1 22.8 643 16.9 21.0 676 17.8 28.9 2162 56.8 34.9 119 * 3.1 8.8 160 * 4.2 24.3 122 * 3.2 13.3 260 6.8 26.6 1153 30.3 29.1 473 12.4 22.6 1020 26.8 34.6 847 22.2 37.5 384 10.1 15.3 Index 100 125 129 101 102 77 112 101 53 95 88 121 146 37 102 56 111 122 94 145 157 64

Plan to Buy/LeaseHH Next 12 Mos 1 in Owns Motorcycle Primary Rider Plan to Buy/Lease in Next 12 Mos 1 Age 18-44 Rider Primary Rider Primary Primary Rider Age 45+ Primary Rider Age 18-44 (000) Vert% (000) Horz% Index Vert% Horz% IndexVert% (000) (000) Horz% Index Vert% Horz% IndexVert% (000) (000) Horz% Index Vert% Horz% IndexVert% (000) (000) Horz% Index Vert% Horz% 7387 100.0 15926 3.3 100.0 100.0 100 7928 100 100.0 7387 3.6 100.0 100 3.3 4121 100 100.0 7928 1.8 100.0 100 3.6 3808 100 100.0 4121 1.7 100.0 100 1.8 40 * 0.5 385 10.4 314 2.4 100.0230 100 2.9 59.7 * 40 120 0.5 10.4114 * 314 2.8 230 29.6 114 2.9 59.7115 * 120 3.0 114 * 29.9 125 2.8 29.6 328 4.4 4874 6.7 204 30.6 100.0 2819 100 35.6 328 57.8 116 4.4 6.7 1311 204 31.8 2819 26.9 104 35.6 57.8 1508 116 39.6 1311 30.9 129 31.8 26.9 373 5.1 4532 8.2 249 28.5 100.0 2399 100 30.3 373 52.9 106 5.1 8.2 1303 249 31.6 2399 28.8 111 30.3 52.9 1095 106 28.8 1303 24.2 101 31.6 28.8 123 * 1.7 1755 7.0 212 11.0 100.0951 100 12.0 123 * 54.2 109 1.7 7.0523 212 12.7 951 29.8 115 12.0 54.2428 109 11.2 523 24.4 102 12.7 29.8 209 * 2.8 2018 10.4 313 12.7 100.0 1048 100 13.2 209 * 51.9 104 2.8 10.4676 313 16.4 1048 33.5 129 13.2 51.9372 104 9.8 676 18.4 16.4 77 33.5 238 * 3.2 2478 9.6 291 15.6 100.0 1393 100 17.6 238 * 56.2 113 3.2 9.6727 291 17.6 1393 29.3 113 17.6 56.2665 113 17.5 727 26.8 112 17.6 29.3 121 * 1.6 1362 8.9 269 8.6 100.0723 100 9.1 121 * 53.1 107 1.6 8.9396 269 9.6 723 29.1 112 9.1 53.1328 107 8.6 396 24.1 101 9.6 29.1 73 * 1.0 1313 5.6 168 8.2 100.0510 100 6.4 38.8 * 73 78 1.0 5.6345 168 8.4 510 26.3 102 6.4 38.8165 * 78 4.3 345 12.6 53 8.4 26.3 224 * 3.0 3195 7.0 212 20.1 100.0 1603 100 20.2 224 * 50.2 101 3.0 7.0875 212 21.2 1603 27.4 106 20.2 50.2728 101 19.1 875 22.8 21.2 95 27.4 282 3.8 3060 9.2 279 19.2 100.0 1733 100 21.9 282 56.6 114 3.8 9.2 1090 279 26.5 1733 35.6 138 21.9 56.6643 114 16.9 1090 21.0 26.5 88 35.6 226 * 3.1 2336 9.7 293 14.7 100.0 1235 100 15.6 226 * 52.9 106 3.1 9.7559 293 13.6 1235 23.9 15.6 92 52.9676 106 17.8 559 28.9 121 13.6 23.9 499 6.8 6199 8.1 244 38.9 100.0 4096 100 51.7 499 66.1 133 6.8 8.1 1934 244 46.9 4096 31.2 121 51.7 66.1 2162 133 56.8 1934 34.9 146 46.9 31.2 73 * 1.0 1353 5.4 163 8.5 100.0527 100 6.7 39.0 * 73 78 1.0 5.4408 163 9.9 527 30.2 116 6.7 39.0119 * 78 3.1 408 8.8 37 9.9 30.2 91 * 1.2 658 13.8 419 4.1 100.0380 100 4.8 57.8 * 91 116 1.2 13.8220 419 5.3 380 33.4 129 4.8 57.8160 * 116 4.2 220 24.3 102 5.3 33.4 125 * 1.7 917 13.6 413 5.8 100.0353 100 4.5 125 * 38.5 77 1.7 13.6232 * 413 5.6 353 25.3 98 4.5 38.5122 * 77 3.2 232 * 13.3 56 5.6 25.3 119 * 1.6 976 12.2 369 6.1 100.0535 100 6.8 119 * 54.8 110 1.6 12.2275 369 6.7 535 28.2 109 6.8 54.8260 110 6.8 275 26.6 111 6.7 28.2 309 4.2 3968 7.8 236 24.9 100.0 2463 100 31.1 309 62.1 125 4.2 7.8 1310 236 31.8 2463 33.0 128 31.1 62.1 1153 125 30.3 1310 29.1 122 31.8 33.0 139 * 1.9 2098 6.6 201 13.2 100.0964 100 12.2 139 * 46.0 92 1.9 6.6491 201 11.9 964 23.4 12.2 90 46.0473 92 12.4 491 22.6 11.9 94 23.4 301 4.1 2950 10.2 309 18.5 100.0 1729 100 21.8 301 58.6 118 4.1 10.2709 309 17.2 1729 24.0 21.8 93 58.6 1020 118 26.8 709 34.6 145 17.2 24.0 196 * 2.7 2258 8.7 263 14.2 100.0 1318 100 16.6 196 * 58.4 117 2.7 8.7471 263 11.4 1318 20.9 16.6 81 58.4847 117 22.2 471 37.5 157 11.4 20.9 244 3.3 2509 9.7 294 15.8 100.0 1379 100 17.4 244 55.0 110 3.3 9.7994 294 24.1 1379 39.6 153 17.4 55.0384 110 10.1 994 15.3 24.1 64 39.6

* Projections relatively unstable use with caution. Source: 2009 Gfk MRI Doublebase Weighted by: Population Copyright (c) 2009 MRI All Rights Reserved

Indexed to Total Adults. All other targets indexed to HH Owns1 Indexed to Total Adults. All other targets indexed to HH Owns Motorcycles Motorcycles

32 Harley-Davidson

33

Harley-Davidson

Appendix: Media Consumption

Fall 2009 Product: Trucks/ATV/Motorcycles Motorcycles - Number Owned Household owns any Men Total '000 Proj '000 Pct Across Pct Down HH have a satellite dish Watched any pay-per-view/last 12 months Cable: CMT (Country Music Television) Any watching Cable: Comedy Central Any watching Cable: DIY (Do It Yourself Network) Any watching Cable: FX Any watching Cable: G4 Any watching Cable: (GAC) Great American Country Any watching Cable: History Channel Any watching Cable: History International Any watching Cable: IFC (Independent Film Channel) Any watching Cable: Military Channel Any watching Cable: Outdoor Channel Any watching Cable: The Science Channel Any watching Cable: Speed Channel Any watching Cable: Syfy Any watching Cable: TLC (The Learning Channel) Any watching Cable: Travel Channel Any watching Cable: truTV Any watching Cable: VERSUS Any watching Magazines: American Hunter Average Audience Magazines: American Rifleman Average Audience Magazines: American Woodworker Average Audience Magazines: Car And Driver Average Audience Magazines: Consumer Reports Average Audience Magazines: Cycle World Average Audience Magazines: Dirt Rider Average Audience Magazines: Field & Stream Average Audience Magazines: Guns & Ammo Average Audience Magazines: Hot Rod Average Audience Magazines: Men's Journal Average Audience Magazines: Motor Trend Average Audience Magazines: Motorcyclist Average Audience Magazines: Outdoor Life Average Audience Magazines: Playboy Average Audience Magazines: Popular Mechanics Average Audience Magazines: Popular Science Average Audience Magazines: Road & Track Average Audience Magazines: Rolling Stone Average Audience Mag Types: Automotive Mag Types: Boating Mag Types: Fishing/Hunting Mag Types: Home Service Mag Types: Men Mag Types: Motorcycle Mag Types: Outdoor Recreation Mag Types: Science/Technology Radio: M-F 10:00 am - 3:00 pm Radio: M-F 3:00 pm - 7:00 pm Radio: M-F Midnight - 6:00 am Radio: Wkend Midnight - 6:00 am TV Show Types: Auto Racing - Specials * TV Show Types: Gymnastics * Web Sites: Windows Live Hotmail Web Sites: Yahoo! Mail Web Sites: Wikipedia.org Web Sites: Ebay.com Web Sites: NASCAR.com Web Sites: AccuWeather.com Web Sites: Weather.com 31541 19799 10896 31078 5646 25613 7848 4002 46966 9491 4432 11364 7167 8584 14701 25243 18436 12352 12045 9709 4014 3932 2869 9316 10356 2617 1557 8013 6386 5826 2927 6706 2639 4642 7245 7925 5716 4912 6948 21788 3849 21565 21430 32040 6108 3892 10170 41747 49827 6874 5206 9310 2590 12552 28786 21066 22506 3686 5624 25545 3374 2123 1425 3318 789 2731 1027 458 5032 1056 513 1512 976 1112 2399 2803 2254 1404 1272 1053 637 665 429 1157 1125 751 458 1011 1010 897 398 808 759 607 872 1055 914 631 771 2640 451 2702 2396 3456 1880 464 1287 4565 5467 936 647 1132 281 1393 2941 2209 2922 438 657 2869 10.7 10.7 13.1 10.7 14 10.7 13.1 11.4 10.7 11.1 11.6 13.3 13.6 13 16.3 11.1 12.2 11.4 10.6 10.8 15.9 16.9 14.9 12.4 10.9 28.7 29.4 12.6 15.8 15.4 13.6 12.1 28.7 13.1 12 13.3 16 12.9 11.1 12.1 11.7 12.5 11.2 10.8 30.8 11.9 12.7 10.9 11 13.6 12.4 12.2 10.9 11.1 10.2 10.5 13 11.9 11.7 11.2 33.3 21 14.1 32.8 7.8 27 10.1 4.5 49.7 10.4 5.1 14.9 9.6 11 23.7 27.7 22.3 13.9 12.6 10.4 6.3 6.6 4.2 11.4 11.1 7.4 4.5 10 10 8.9 3.9 8 7.5 6 8.6 10.4 9 6.2 7.6 26.1 4.5 26.7 23.6 34.1 18.6 4.6 12.7 45.1 54 9.2 6.4 11.2 2.8 13.7 29 21.8 28.8 4.3 6.5 28.3 Index 115 116 141 115 151 115 141 123 115 120 125 143 147 140 176 120 132 122 114 117 171 182 161 134 117 309 317 136 171 166 147 130 310 141 130 144 172 139 120 131 126 135 120 116 332 128 136 118 118 147 134 131 117 120 110 113 140 128 126 121

Appendix: Flow Chart

Student Professor Semester Medium Net TV-Prime $(000) Net Cable-Prime $(000) Net Radio-Morning Drive $(000) Net Radio-Daytime $(000) Net Radio-Evening Drive $(000) Magazines-Mens $(000) Internet-Trgtd Sites $(000) Spot TV-Prime $(000) Spot Radio-Morning Drive $(000) Spot Radio-Evening Drive $(000) Outdoor $(000) Direct Mail $(000) National Only Area GRPS $(000) Reach Avg. Freq. Spot Only Area GRPS $(000) Reach Avg. Freq. Spot + National GRPS $(000) Reach Avg. Freq. Jan Feb Eliza Browning Jeff Hochstrasser Winter 2011 Mar 20 252.0 20 57.1 20 49.2 20 102.6 20 174.8 26 96.8 26 98.0 Apr 20 252.0 35 100.0 36 88.6 21 107.8 15 354.8 20 174.8 24 89.4 20 75.4 May 20 252.0 35 100.0 36 88.6 21 107.8 20 174.8 20 74.5 20 75.4 20 371.1 79 461 47.7 1.7 71 369.6 39.7 1.8 151 830.6 67.5 2.3 127 903.1 60.6 2.1 63 339.6 37.8 1.7 191 1242.6 74.4 2.6 112 548.3 55.2 2.0 79 695.7 49 1.6 191 1244 75.8 2.5 Jun 20 252.0 65 185.7 37 94.9 24 123.1 20 473.0 35 305.9 55 204.8 30 113.1 737 521.6 Jul 20 252.0 65 185.7 37 94.9 24 123.1 20 473.0 35 305.9 55 204.8 30 113.1 737 521.6 Aug 20 423.4 20 252.0 27 77.1 28 68.9 20 102.6 20 174.8 20 74.5 20 75.4 20 371.1 114 924 58.9 2.0 79 695.7 49 1.6 194 1619.8 77.6 2.5 147 1117.1 64.8 2.3 93 502.1 46.8 2.0 241 1619.2 79.7 3.0 127 903.1 60.6 2.1 64 343.3 38.1 1.7 192 1246.4 74.5 2.6 Sep 25 529.3 21 264.6 41 117.1 40 98.4 21 107.8 30 262.2 30 111.7 34 128.2 Oct 20 252.0 35 100.0 36 88.6 21 107.8 15 354.8 20 174.8 25 93.1 20 75.4 Nov 20 252.0 15 42.9 15 36.9 15 77.0 Dec 15 55.8 20 371.1 64 408.7 42 1.5 35 426.9 28.4 1.2 99 835.6 57.9 1.7 Target Demo: All Men ages 25-34 Total Across GRPS: 45 COST: 952.6 GRPS: 181 COST: 2280.6 GRPS: 338 COST: 965.7 GRPS: 74 COST: 189.9 GRPS: 211 COST: 519.1 GRPS: 187 COST: 959.5 GRPS: 70 COST: 1655.5 GRPS: 200 COST: 1748.2 GRPS: 270 COST: 1005.2 GRPS: 200 COST: 754.0 GRPS: 1474 COST: 1043.3 GRPS: 60 COST: 1113.2 GRPS: Cost: 1105 7522.9

166 1128.8 65.5 2.5 120 1145.4 51.9 2.3 286 2274.2 81.7 3.5

166 1128.8 65.5 2.5 120 1145.4 51.9 2.3 286 2274.2 81.7 3.5

GRPS: Cost:

729 5663.8

GRPS: Cost:

1835 13186.7

34 Harley-Davidson

35

Harley-Davidson