SECTION B [25 MARKS]

Read the following extract and then answer the question below

4Music engages audiences and increases value to its advertisers Background Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air, and part of the Box TV music channel portfolio. 4Music wanted to extend its reach, particularly among the 16-34 old market, promoting its Christmas programmes and driving high quality traffic to 4music.com. Strategy 4Music chose Blowfish Digital, www.blowfishdigital.com to create and implement a digital campaign that combined, social media, PPC and video. Implementation Blowfish Digital used display advertising on Facebook. This drove users to watch video trailers of 4Musics Christmas programmes on the 4Music fan page and 4Music.com, combining the use of: social content, refined targeting of 4Musics fans, fans friends and people who had shown interest in featured/associated artists & shows. The campaign pushes were scheduled around show broadcast times; combining ad copy and creative. The campaigns were geared to drive likes for the 4Music brand on Facebook. Frequent optimisations were made to campaigns to ensure the budget was being spent cost effectively using the variables listed above as levers

A Google PPC campaign was implemented in conjunction with this to drive further traffic through paid search. A specific push on the Christmas programming was in place, as this was a key show for 4Musics Christmas broadcast strategy. Campaigns were optimised towards driving quality users, which was determined by how long each user spent on the site. Video Blowfish Digital implemented a rich media campaign, using a video expandable unit showcasing five of 4Musics Hero Shows to engage and promote these programmes to 4Musics target market. A bespoke unit was built around 4Musics objectives, incorporating five different trailers for Hero Shows with a heavy Facebook presence within the unit to maximise the opportunity for users to share the content around Facebook. The advert ran on a walled garden of carefully selected sites to ensure it was seen in the right places and the desired users (16-34 Yr. olds) were engaging with the videos. Source: http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=23524&Title=4Music_e ngages_audiences_and_increases_value_to_its_advertisers_

(a) Discuss the requirements for effective segmentation which 4Music should consider when segmenting. (15 marks)

(b) Explain five different advertising campaign objectives, which 4Music could use. (10 marks