A DREAM BRIEF The new brief was to launch Virgin markey's picture messaging service (MMS) and its 25c Virgin to Virgin price point, which was at the time the cheapest 'on net' rate available.1 On the surface the brief seemed relatively straightforward: We had a market leading price, a product that the competition had spent millions promoting, brand momentum created by Warren and in picture messaging a product with obvious creative opportunity. Off we skipped. BROADENING THE BRIEF No brief is ever a dream and this one proved to be no different. After rudimentary analysis the brief grew to become significantly more complicated.

markey, offers, kinds, styles, Business. Australia.

You define the markey problem and its implications, using markey 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 markey campaign utilising relevant markey principles. You clearly articulate strategy that is consistent with analysis and covers key aspects of markey 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.

You demonstrate a strong markey strategy using a wide variety of mass media, organisational, and academic sources with strong relevance to the product/service and context. The primary markey instrument is well designed and the results well presented. You provide detailed and critical analysis of the company, product/service and target market. Relevant theory is used to support the analysis. You offer a comprehensive summary of findings and draw cohesive conclusions about the situation. You demonstrate a markey strategy using a range of mass media and organisational sources with relevance to the product/service and context. The primary markey instrument is appropriately designed and the results clearly presented. You provide detailed analysis of the company, product/service and target market with some critical treatment. You use literature to defend arguments. Conclusions clearly follow from analysis of context.