Did the facts book include surveys, focus groups, interviews, observation, ethnographic AND the analysis of the implications of the findings; AND the applications of the results? What kind of primary did you undertake? Why was this method the most suitable for your needs? And how did you analysis the data? Is the main advertising problem identified? Are any others obvious from the data and have they been addressed? Are the implications of the findings explored? Are the recommendations meaningful? Insightful? Is an overall understanding displayed? Is a solution presented? Do the recommendations not only point out what needs to be done, but provide a benchmark or direction on how it is to be achieved? How useful are these to the organisation? How have these been organised into an advertising brief, ready to action an advertising campaign? Does your brief distil all the information and recommendations? Does it use an appropriate format?

FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth platform identification was strong. What we still required was a benefit for photo . Surprisingly a competitive review proved to be a crucial turning point. Being late to market had its advantages in that all the major competition had already launched their picture service. Their accompanying communication proved to be helpful. By using communication to create a role for MMS competitive ads worked like a window into their world and brand values: (see Figures 1, 2, 3 and 4) We knew what type of photo we would send and the values we expounded. Given that much of VMA's appeal is its personality and its spirit in many ways this approach would have been enough to answer the original brief. However such was the value of finding and showing a reason to use picture in addition to being personality driven we persevered to find more consumer relevance for our service.

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