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 tangalooma villas messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of tangalooma villasers (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest tangalooma villasers 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 tangalooma villas) rather than just pictures.

On the assignment 2 marking sheet (p4) I received the mark of 1/7 for valid CSS (which is a type of coding). Throughout the unit, whether or not the coding of the web page or Style Sheets (CSS) was done correctly, was checked by only one thing – an online validation service provided by W3C. My CSS did and still does validate using this service, which was the only validating technique that students were introduced for CSS. I believe that since my CSS validated, I should have received a satisfactory level and not 1/7.

5) The requirements for satisfactory work were not clearly defined: Terms like “appropriate” and “valid” were often used, when in reality marks were obtained within very strict and rigid boundaries. What was “proper” or “suitable” was not clearly defined as to what extent these have to be completed. Also, tangalooma villaslike structure, interface layouts, typography and treatments are largely subjective and in the eye of the beholder in an industry of divergence and artistic interpretation.

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tangalooma villas, view, island, Business. Australia.

A DREAM BRIEF The new brief was to launch Virgin tangalooma villas'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.

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.