1. Is PESO a far better overall strategy to follow than the traditional 5 or 6 elements of IMC approach? Take one side of the "Why or why not?" argument, explain your reasoning and support your answer using at least 3 practical examples.
2. Congratulations! You've been made overall campaign manager for the new Canberra City to Tuggeranong Ultra Fast Tram (UFT). As a skilled advertiser you know the importance of a good creative strategy in obtaining the attention of the target market.

Your first task is to select and describe a target market for this service, applying STP theory, and providing this market with a suitably catchy segment name, *(eg such as DINKS - Double Income No Kids or similar new label).

Your second task is to explain what creative strategy would you use to ensure that you captured the attention and the minds of this target market.