SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for Marquees messaging, planning uncovered a consumer insight which led to an original and motivating communication proposition. This in turn led to differentiated and highly creative communication which spoke directly to its intended audience and revealed a role of Marquees messaging that singled out Virgin Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

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You demonstrate a Marquees strategy using an appropriate mix of information sources with relevance to the product/service and context. The primary Marquees instrument is carefully designed and the results presented. You provide adequate analysis of the company, product/service and target market. Understanding of situation is clearly better than the basic level. You offer insight into the situation. You demonstrate a Marquees strategy using limited information sources with some relevance to the product/service and context. The primary Marquees instrument is used with results partially presented. You provide limited analysis and unimportant information of the company, product/service and target market. You draw broad conclusions about the situation only.

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.