IDENTIFYING THE BRAND PLATFORM Every brand in this category fights for acquisition in the lucrative pre paid youth market.3 This audience makes up the majority of VMA's customer base which is largely between the ages of 14-24. Although VMA has less punch in the post paid and business sectors its advantage is that when it comes to marketing it can focus on a more defined audience. The opportunity was to focus entirely on the youth audience and create a brand platform that was exclusively relevant to them. Once focused two basic insights helped shape our platform. Firstly this audience use their phone almost exclusively for social reasons. What is important to them keeping in touch with their friends. As a price sensitive audience the overwhelming communication tool of choice is text Smart Park. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of texters (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest texters in the market.4 The implication was cost effective Smart Park was crucial to this audience and the core takeout from the Warren campaign. Our Smart Park capability would be further strengthened by 25c photo Smart Park. Youth Messaging was the logical brand platform to adopt. This meant our strategy needed to be about Smart Park (both picture and text) rather than just pictures.

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 Smart Park 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 film’s theme was that we should follow the main character’s example in appreciating that human emotions, like love, can overcome the worst oppressors.

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smart park, Business. Australia.

You define the advertising problem and its implications, using advertising principles. You show a good understanding of the direction and content of issue. This problem statement is adequately linked with the research and the situation analysis and is appropriately justified. You provide a good recommendation and justification for alternative advertising campaign utilising relevant advertising principles. You clearly articulate Smart Park that is consistent with analysis and covers key aspects of advertising campaign.

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.