Client Requirements and Target Audience Consideration

 what you would need from a client to get started on the production of a digital media product

Types of brief:

An individual or organisation looking to have a media product created will provide a document that outlines the details of what is required. This is called the client brief. There are different types of client brief depending on the nature of the product and the level required:

FORMAL- a type of contract detailing accurate descriptions of what is required to the client. It’s clear and straightforward, (extra or unneeded information is normally left out to avoid confusion). A lack of extra information can however cause confusion, so any issues regarding the content of the brief can be discussed during negotiations. Both the client and the contract holder will then formally agree on the project and the brief.

eg.  formal brief example ? 

INFORMAL- doesn’t even have to be a written document. It’s generally a discussion between an employer and client regarding the general agreements of the contract.

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NEGOTIATED- involves two or more companies/individuals. They're generated when all parties are involved in the creation of the brief parameters. This can either be for mutual benefits, or to settle conflicting ideas. A huge advantage is that it is widely open to interpretation and change, and isn’t completely one-sided. This can result in a better end product overall. However, time spent negotiating/changing and sometimes arguing over different aspects of the brief may delay the production time.

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CONTRACTUAL-  secure, and legally binding. It’s a documented and signed agreement stating various objectives and parameters that the two participating parties agree to. Were one of the party members to break any regulations of the brief, the contract holder is given the ability to press legal charges, should she/he choose to do so.

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TENDER- where a client will advertise their brief, and another production company will bring forth their own proposal that they will then pitch to the client. There are often many different production companies pitching different ideas, so it’s very much a competition. The client then gets the chance to choose the proposal from the company that they think best suits their brief, and offer that job to the production company.

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COMMISSIONED-  tends to be where a larger media company will temporarily employ another, smaller/independent company and or individual to produce the product for them. Commissions are common place and often the main source of income for freelance artists.

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 Analysing the brief:

Once the brief has been received and the project commenced, the production company will analyse the brief to clarify the task. It is important that the brief is understood correctly to avoid any disagreements with the client. Constant communication is necessary throughout the project. When initially analysing the brief, the following requirements are considered:

Requirements
Implicit	Open	Constraints	Explicit
These will be inferred from the brief; you have to interpret what is said	There is some creative freedom within the brief for you to play with	These are boundaries that the project must work within. (Legal etc..)	These are clearly stated and most be met when producing the product.

 

Requirements
Implicit	Open	Constraints	Explicit
for people that might want to travel internationally for cheaper treatments	having different media types for different people eg men might like it if it was a more discreet ad	religious constraints on what content there can be based on the place/ target group budget- AED 500k ethically not offending target market/ making people feel selfconcious/ demonised etc  considering the channels guidlines	has to build the brand image- makes them look good for attracting new customers  making sure people know the services are top class target market- females, males, Emirati & Expats