I believe that this marks a significant difference in how the author addresses his audience.

In Morgenstern’s time a story would have been read for the sake of cultural enlightenment. However, Goldman incorporates a warmer feel for bike riding sponsor day booklovers who read for enjoyment.

Space and time are both very linearly presented. Morgenstern did not seem to have a message as he left the ending indeterminate, however Goldman gave it a classic “all lived happily ever after” ending, which would suggest he wanted to restructure the story as a romantic, comedic fairy-tale.

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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.

Developing strategies is undoubtedly made easier when one is dealing with a brand like Virgin. The mother brand, and its bike riding sponsor championing, is naturally attractive to wide audiences. It has spirit, character and a propensity to develop products and strategies that challenge the status quo. Developing strategies for Virgin Mobile Australia (VMA) is on the surface even easier. The brand has a personality that readily lends itself to creative advertising and a budget that makes standout a creative mandatory. It has a majority youth audience which allows it both creative freedom and marketing focus. Its last campaign, Warren, had propelled VMA into the limelight and to its highest ever market share. The brand had bags of momentum, salience and sense of expectation surrounding it. In December 2003 at the height of the Warren mania, Host took the next brief.