STRATEGIC REQUIREMENT 3: CONSISTENCY WITH THE PREVIOUS CAMPAIGN On the surface we had equity in , the size of his equity would become even more apparent in time2. There was a solid argument for keeping the character. The obvious counter argument was that as a youth brand with a reputation for innovation Virgin should be unpredictable and constantly changing. We did however need to ensure that this campaign was regarded as a coherent development from the campaign. THE COMMUNICATION OBJECTIVES Through analysis of what the brand needed the initial dream brief had evolved into somewhat of a nightmare. A case of doing the right thing not the easy thing had made our task more difficult. It had taken on greater significance and now had a requirement list that would make all planners nervous: a. Raise awareness of VMA's picture messaging service. b. Successfully communicate the market leading 25c rate. c. Highlight a benefit of picture messaging that is motivating to our youth audience and distinctive from the competition. d. Create a consistent brand platform for the mid term. e. Find strategic glue that hitches this campaign to the hugely successful campaign.

The s of these deliberations should flow into the project proposal you are required to submit by the end of week 6, using the proposal form provided. The form provides the space to add a project description and project-specific items.

Your tutor will then assess the suitability of your chosen project to meet the requirements of the unit. In the individual consultation session in weeks 8 and 9, you will receive their feedback on the project proposal, and will have an opportunity to address any problems your tutor identifies, where this is necessary.

Your final mark for the project proposal will reflect both the quality of the proposal itself, and the quality of this feedback session. If you fail to attend this session, your project proposal will not receive a mark.

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, Business. Australia.

You clearly define the advertising problem and its implications, using advertising principles. You show an excellent understanding of the direction and content of issue. This problem statement is consistent and coherent with the research and the situation analysis and is well justified. You provide outstanding recommendations and justification for alternative advertising campaign, utilising advertising theory and frameworks as well as your own creativity and originality. You clearly articulate that is consistent with analysis and covers positioning, target market, creative, and media direction.

Business Type:

This storyline is linear and logical, however the setting is multi-form, being made up of a reality within a reality.

The character-line of the movie centres on the events around Truman Burbank, and thus gives a large amount of authority to demonstrate his point-of-.

Truman (who is searching for truth), Cristof (who is protecting Truman) and Sylvia (who wants Truman freed) are three agencies that represent different ideals in the film. The audience is positioned to question (if nothing else) the control institutions have within Truman’s reality.

Thus, the implied author’s message is to feel sorry for Truman’s caged reality, but in turn to question institutionalised reality in our own lives.