Contained brand new elements of Media Technology that were different from previous units. Unit Co-ordinator Kim Rasmussen notified students 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 students alike. Many students 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 adult novelties’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.

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There were some aspects where the staffs involved were not sure about how things would evolve with the new material. For example, the feedback I received from the first assignment was seemingly contradictory. The first assignment I received back was a mark of 11/40. I was amazed when (my tutor) told me that I had not failed. You must remember that this is my first year at coming straight from high school), and I therefore accepted the ruling and continued on; thinking that because of the experimental nature of the new material in this adult novelties, the marking system would make sense to me somewhere along the line. (From this I have learnt an important lesson regarding communication). On the second assignment I received 24/60, a comparatively better score than the first assignment on which I was told I passed.

I thus concluded that using original grading meant that I passed the adult novelties. 35/100 of course is not a passing mark. This is just another example of how ambiguity corrupted my understanding of the adult novelties.

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FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth adult novelties platform identification was strong. What we still required was a benefit for photo adult novelties. 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 adult novelties 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 adult novelties in addition to being personality driven we persevered to find more consumer relevance for our service.