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    Unit 5 Types of Briefs

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    This document outlines and describes several types of briefs used in advertising and media production. A contractual brief is a legal agreement between a client and advertising agency that specifies the work, payments, and cannot be changed once signed. A negotiated brief allows competing agencies to discuss and potentially change the brief terms through negotiations. A formal brief provides the client's basic requirements for a project but is open to agency input, while an informal brief involves only verbal discussions rather than a written document. [END SUMMARY]

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    Unit 5 Types of Briefs

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    This document outlines and describes several types of briefs used in advertising and media production. A contractual brief is a legal agreement between a client and advertising agency that specifies the work, payments, and cannot be changed once signed. A negotiated brief allows competing agencies to discuss and potentially change the brief terms through negotiations. A formal brief provides the client's basic requirements for a project but is open to agency input, while an informal brief involves only verbal discussions rather than a written document. [END SUMMARY]

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    This document outlines and describes several types of briefs used in advertising and media production. A contractual brief is a legal agreement between a client and advertising agency that specifies the work, payments, and cannot be changed once signed. A negotiated brief allows competing agencies to discuss and potentially change the brief terms through negotiations. A formal brief provides the client's basic requirements for a project but is open to agency input, while an informal brief involves only verbal discussions rather than a written document. [END SUMMARY]

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    54 views8 pages

    Unit 5 Types of Briefs

    Uploaded by

    api-236862139
    This document outlines and describes several types of briefs used in advertising and media production. A contractual brief is a legal agreement between a client and advertising agency that specifies the work, payments, and cannot be changed once signed. A negotiated brief allows competing agencies to discuss and potentially change the brief terms through negotiations. A formal brief provides the client's basic requirements for a project but is open to agency input, while an informal brief involves only verbal discussions rather than a written document. [END SUMMARY]

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    Unit 5: Types of

    Briefs
    HARRY LOWE

    Contractual Brief

    A contractual brief is a legal


    contract between advertising
    companies and its client which
    describes the duties required as
    well as the price and payments.

    A positive about a contractual


    brief is that you know exactly
    what the contract is.

    A disadvantage is that once the


    brief has been signed, there
    cannot be any changes to the
    brief, therefore it has to be
    looked over a lot.

    Negotiated Brief

    This type of brief will be brought up if the


    co-operative brief given to the two of more
    media companies that are competing the
    project have any issues between each
    other about the brief or anything they
    would like to clear up with the client.
    Through the negotiations the brief can then
    be changed in order to suite everyone
    taking part in the production.

    An advantage is that the project is more


    open to suggestions on how to change the
    production for the better

    A disadvantage of this is that there could


    be a lot of disagreements when
    negotiating.

    Formal Brief

    This type of brief is where a media


    company is given a brief by the client
    which outlines the product which they
    are wanting to be made. This brief is
    very open and only gives enough
    information to be able to produce the
    product.

    An advantage is that the client is open


    to any ideas or issues if there are any
    that could be raised by the media
    company that is employed, this makes
    the work quite creative for the media
    company

    A disadvantage is that everything on


    the brief is non negotiable and also
    take a long time to create.

    Informal Brief

    An informal brief is not presented


    using a document and is usually of
    the verbal kind. It is where the client
    and the company which they have
    employed simply discuss the
    requirements for the product they
    will be making.

    An advantage to this type of brief is


    that there is more verbal
    communication between the client
    and the company.

    A disadvantage is that there is no


    actual written document, so the
    client could fail to pay the
    company.

    Commission brief

    A commission brief is where a large


    media company will employ an
    independent media company to
    create and produce the product for
    them, and after the product has
    been made the larger company
    may go on to be use the product for
    an external client.

    An advantage is that the large


    media company doesnt have to do
    all of the hard work.

    A disadvantage is that the large


    company the brief has been made
    my will not give enough credit or pay
    enough to the independent
    company for their hard work.

    Tender brief

    A tender brief is where a client will


    advertise their brief and a
    production company will bring
    together a proposal that they will
    pitch to the client, there could be
    multiple pitches to the client from
    multiple different companies, so
    the client will then get the chance
    to choose the proposal that they
    think best suits their brief and offer
    the job to the company who had
    the best pitch.

    A disadvantage is that the


    companies that are turned down
    by the client may become
    disheartened as they have missed
    out on potential work and money.

    Competition Brief

    A competition brief is where the


    client releases the brief to many
    different companies, the
    companies then complete the
    brief and whichever company has
    made the best project, then their
    work will be published.

    An advantage of a competition
    brief is that the client only has to
    pay the winning company, and
    sometimes not at all.

    A disadvantage is the same as the


    tender brief.

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