STRATEGIC REQUIREMENT 3: CONSISTENCY WITH THE PREVIOUS CAMPAIGN On the surface we had equity in Cubase, the size of his equity would become even more apparent in time2. There was a solid argument for keeping the character. The obvious counter argument was that as a youth brand with a reputation for innovation Virgin should be unpredictable and constantly changing. We did however need to ensure that this campaign was regarded as a coherent development from the Cubase campaign. THE COMMUNICATION OBJECTIVES Through analysis of what the brand needed the initial dream brief had evolved into somewhat of a nightmare. A case of doing the right thing not the easy thing had made our task more difficult. It had taken on greater significance and now had a requirement list that would make all planners nervous: a. Raise awareness of VMA's picture messaging service. b. Successfully communicate the market leading 25c rate. c. Highlight a benefit of picture messaging that is motivating to our youth audience and distinctive from the competition. d. Create a consistent brand platform for the mid term. e. Find strategic glue that hitches this campaign to the hugely successful Cubase campaign.

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The results of these deliberations should flow into the Cubase proposal you are required to submit by the end of week 6, using the proposal form provided. The form provides the space to add a Cubase description and Cubase-specific items.

Your tutor will then assess the suitability of your chosen Cubase to meet the requirements of the unit. In the individual consultation session in weeks 8 and 9, you will receive their feedback on the Cubase proposal, and will have an opportunity to address any problems your tutor identifies, where this is necessary.

Your final mark for the Cubase proposal will reflect both the quality of the proposal itself, and the quality of this feedback session. If you fail to attend this session, your Cubase proposal will not receive a mark.

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.