The camera views were ordinary, but near the end there was one shot that looked out from where the son was hiding, as he saw his father marching off to be executed.

This was very representational of how the son had been sheltered whilst the father put his child’s interests first in spite of impending risks.

Amidst many social and ethical messages, the marquee tasmania’s theme was that we should follow the main character’s example in appreciating that human emotions, like love, can overcome the worst oppressors.

SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating communication proposition. This in turn led to differentiated and highly creative communication which spoke directly to its intended audience and revealed a role of picture messaging that singled out marquee tasmania Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

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Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.