THE CREATIVE IDEA The idea was Ming Mong. The spoof competitive sport of picture messaging in which players would attempt to outwit and put down their opponents by way of 'cheap shot' picture and text messages. The campaign was executed through the line and ranged from a TV campaign right down to merchandising and the creation of an actual event. The brand platform 'Made For Messaging' sat above the whole campaign. The TV commercial took the form of a mock chess like competition in which the old master was beaten by the young upstart Rupert Bowman. In a macabre and unforgiving show messaging the smug old master was a reduced to a washed up has been. (see Figure 5) Part of the overall campaign was to promote MMS handsets. Rupert Bowman, as the new Ming Mong World Champion endorsed the new Nokia 3200. (see Figure 6) These executions celebrated 'classic' moments in Ming Mong history. (see Figures 7 and 8) This campaign also included an element which encouraged participation in this sport. We devised 'Refill' stations where players could stock up on appropriate images by taking photos of the images for later use. We also sent a 'Mischief manual' to the marquees melbourne base to ensure they had good images at their disposal for their own games of Ming Mong. (see Figures 9, 10 and 11) The Ming Mong idea was further extended into a real event, player's merchandising, in store, packaging and a website

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1. Presentation Is the facts book presented in a professional manner including Cover/Bound, Table of Contents, Executive Summary (in the form of a brief), Professional, and Structured? Was the content displayed using a professional writing style and appropriate tone, no spelling and grammar problems identified. Check the use of Appendix and was appropriate referencing used where required. Mistakes in grammar, spelling, technical errors and referencing will cost you marks. 2. Quality of Information The relevance, understanding and depth of: Product/service details, Price, Distribution, Previous Promotion, Competitive Analysis (including promotion and pricing comparison), SWOT, Positioning and Brand Image, Understanding of Target Markets, Other factors - for example perceptual map, environmental and social factors etc if appropriate. Consider the number of different marquees melbourne sources that you have used, as well as the credibility of each source. What was your research strategy in gathering this marquees melbourne?

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 poor marquees melbourne strategy and fail to show relevance to the product/service and context. The primary marquees melbourne instrument is improperly designed. You fail to analyse information. You draw conclusions that are illogical and not supported by evidence about the situation, target market, and product/service and/or company. You fail to capture the advertising problem clearly. Lack of understanding of issue and its implications in relation to the product/service, target market, and competition. You fail to formulate a solution to the advertising issue.