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You clearly define the advertising problem and its implications, using advertising principles. You show an excellent understanding of the direction and content of issue. This problem statement is consistent and coherent with the research and the situation analysis and is well justified. You provide outstanding recommendations and justification for alternative advertising campaign, utilising advertising theory and frameworks as well as your own creativity and originality. You clearly articulate strategy that is consistent with analysis and covers positioning, target display canopy, creative, and media direction.

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.