•Competitor & reasons why…
Faber-Castell Textliner 38, Zebra Mildliner and Artline 660 Highlighter. These 3 brands of highlighter pens are in the same price range and also are well-known highlighter pen brands in Malaysia. Artline 660 and Zebra Mildliner both have the same colour choices as the Stabilo Pen 68, such as fluorescent colours and pastel colours. Besides, these 3 highlighter pens have the same shape and look as the Stabilo Pen 68, slim and round barrel. 

•Product’s Unique Selling Proposition & reasons why…
USP: Stabilo is refillable, high quality and high reliability. 
Reason: It offers high performance with 24 hours cap off time, water-based odourless ink.  It has its Stabilo Anti-Dry-Out technology for 4 hours dry-out protection for 100% concentrated work. 

•Therefore, the ad objective WE propose is …. (task & problem to be solved)

To increase sales of the product and further improve the exposure to the targeted audience. 

•So, our Strategy (big idea) to achieve the ad objective is ….

“Live your life in full colour”

•Competitor & reasons why…
- Crayola, papermate, faber castell and staedler because they produce the highlighters as well and people/consumers have a choice to make on which one to choose.

•Product’s Unique Selling Proposition & reasons why…
- the unique selling point is the highlighter tips could be left with put a cap for 4 hours. This is because most highlighters dry up quickly. 

•Therefore, the ad objective WE propose is …. (task & problem to be solved)
- to convince the targeted audience and eventually persuade them to buy 

•So, our Strategy (big idea) to achieve the ad objective is ….
-Highlight the colours of your life 

•Competitor & reasons why…
Faber Castell is one of the competitors of Stabilo. The reason is that a lot of students and coworkers are using it during their studies. Faber Castell’s colour pencil was in the highest grade material, and it was designed by a world-famous designer. Its colour pencil was smooth and easy to write on the paper. 

•Product’s Unique Selling Proposition & reasons why…
USP: Many colours and more practical 

Reason: It can make the notes more colourful and attractive with their variety of colours. Stabilo Pen 68 can help the users to highlight the key point in different colours. It is more effective especially when studying.

•Therefore, the ad objective WE propose is …. (task & problem to be solved)
To convince people that Stabilo has more colour choices and is more convenient to use

•So, our Strategy (big idea) to achieve the ad objective is ….
My strategy (idea) is to help the users make it more fun and effective when learning by using Stabilo Pen 68.