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5.

1 UNDERSTAND THE REQUIREMENTS OF WORKING TO A BRIEF


Task 1 Read page 110 and describe the 8 different briefs. CONTRACTUAL A contract between a commissioner and the corresponding producer.

NEGOTIATED

Briefs are negotiated between the commissioner and producer. The negotiation itself will oversee the content and costs of the production.

FORMAL

The briefs themselves are carefully composed; they are strict legal guidelines which must be adhered to.

INFORMAL

Individual briefs written with intention of a response from the client. These may be email or text conversations which often feature colloquial language. There are cheesy saying such as the best briefs are written on the back of a cigarette packet. Social-like conversations and informal environment are great grounds for briefs.

COMMISSION

An external contractor is asked to submit ideas with a specific cost in mind.

TENDER

Several of these contractors provide and estimated cost and description of how exactly the product may come into fruition. One of these tenders is discussed with the commissioner.

CO-OPERATIVE

A universal brief, often shared with other producers, each person will have their individual roles within this piece.

COMPETITION

This brief lays out deadlines, so what must be done and when must it be done by. Often prizes are awarded for the best product.

Task 2 USING THE HANDOUT, PAGE 111, YOU MUST COMPLETE THE GRID SHEET. QUESTIONS What particular elements do you want to highlight? WHY I want to see what the client wants; they will tell me what they want to focus on. There are often certain areas that need to be addressed in a preliminary meeting. I want to know how long exactly I have to create this product; and I need to find out if there is enough time to do it. If there isnt enough time, I want to know whether my client values the deadline over the quality. Is it worth the money at the end, will I come out at a profit by the end of it. As there is no point in spending vast amounts of money only to have a small profit by the end of it. I will have only a limited amount of money to play with, so I will express exactly where and when I want to spend my money.

What is the timescale of production, and does it give you sufficient time? If not, is the client prepared to make compromises regarding quality.

Is the medium proposed appropriate/cost effective?

What is the budget and are there any restrictions regarding what it can be spent on?

Is the budget realistic? If not, what compromises is the client prepared to take?

Will I have the right amount of money to produce this project? Do I have the appropriate resources to create something like this; if not, can my client handle a project of lesser quality. A shorter project, or a project laid on another format, all compromises have to be taken into account.

Task 3 Explain what the following key terms mean; READING THE When someone studies the brief to the extent where BRIEF they fully understand what is required for production, and when it is required for.

NEGOTIATING

When various ideas and proposals are discussed with the client, and at the end there is mutual agreement. This is often characterized by compromise on both sides.

MIND MAP

A method to which ideas are gathered, generally a raw piece of idea-taking. Post-mind map, the various ideas will be discussed, certain ones will be discarded immediately with other going forward for further discussion.

PROPOSAL

A document which lays out the producers ideas for this proposed media product with the intention of selling this to the client.

PITCH

This is the process of actually selling the product ideas to the client. There are many formats of presentation with the most popular being a PowerPoint presentation.