Concept of Consumption:

One piece of feedback which I received was to include the channel and program I was sponsoring at the end of my sponsoring sequences.  The concept of consumption is a significant factor as my service needs to be promoted and advertised to the correct target market. This could be a mainstream channel i.e. Channel 4 with a broad target market to promote to, or a Niche channel such as E4 with a specific market of ages and specific ideologies.

The target market of my advert will be the 16-24 age groups as this is the highest demographics that go to music festivals. Instead of focusing on the service as this has already got a clear age group, I have focused on the interests, hobbies and ideology of beyond age and gender.  These aspects of the advert are highlighted in the soundtrack playing in the background of the advert, the mise-en-scene and the contemporary aspect of the advert. The music festival will be promoted as mainly indie music; this is highlighted in the choice of song I have attained as the soundtrack which plays behind the footage.

Therefore this target market will have to reflect the Concept the Consumption I chose, I could sponsor a channel with a niche appeal audience such as NME TV, as this promotes to a specific type and age of people, generally young and into indie/ rock music, hitting my target market.

However I feel this channel is too specific and I will need a more mainstream channel to sponsor, therefore I will be widening my audience I am promoting my service to. 

When looking back over my research I personally thought E4 was the best channel to sponsor however after going through the process of making the advertisements and the research and planning. I feel the most suitable channel would be T4 as this is aired on Saturday and Sunday, a typical time for the 16-24 market to be watching relevant shows. The slot is targeted at the 16-34 age groups, therefore widening my specific target market ages however still within suitable demographics. The programs that are played are relevant to music with a specific type and genre aired which is similar to the entertainment which will be shown at the service I am promoting. I feel this would be a suitable concept of consumption, promoting and advertising the service to the correct target market.