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 Disco Lighting Hire messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of Disco Lighting Hireers (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest Disco Lighting Hireers in the market.4 The implication was cost effective messaging was crucial to this audience and the core takeout from the Warren campaign. Our messaging capability would be further strengthened by 25c photo messaging. Youth Messaging was the logical brand platform to adopt. This meant our strategy needed to be about messaging (both picture and Disco Lighting Hire) rather than just pictures.

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Disco Lighting Hire, Chairs, Tables, Business. Australia.

Contained brand new elements of Media Technology that were different from previous units. Unit Co-ordinator Kim Rasmussen notified Disco Lighting Hires of this change in a lecture. These new changes have no doubt brought many benefits to the creative industries faculty.

However, I believe that it is because of this situation, that there was a large degree of confusion for Tutors and Disco Lighting Hires alike. Many Disco Lighting Hires have expressed this feeling to me also. The problems I encountered can be listed in 5 parts: 1) Firstly, assignment requirements were not clearly defined by Tutors, Tutorials or Criteria Sheets: P3 is an exact printout of the Assignment 2 criteria sheet from the QUT OLT site. It nowhere states that additional experimentation with the technologies will gain extra marks, or that a lack of experimentation would result in a loss of marks. When I further enquired about how far we are expected to experiment with the technology my Tutor replied that we would get extra marks for experimenting beyond the tutorial’s teachings, but that we would not loose marks if we did not; since it is not a requirement.

P4 is an exact printout of the marked assignment 2, in which I have lost five marks for not experimenting further with the technologies.

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.