Which of these is normally included in a client brief as a client requirement?
The client ethos
A client explains what they want in a quick phone call. Nothing is written down and few details are given. Which client brief format is this?
Informal
Why does a production company find it useful to have an agreed written brief?
It gives a record to check the final product against
A holiday company makes three versions of the same advert, for families, younger couples and older couples. Why is this useful?
It allows each version to target a different group
A brief says its audience is women aged 25 to 40 who work in offices. Which category of audience segmentation is NOT used?
Location
An expensive restaurant is based in an affluent area. How should this influence the design of its advertising?
It should look elegant to match the refined menu
A client's ethos is that its products must never harm the environment. How could this constrain the production of an advert?
The production must avoid wasting materials and resources
A client wants to publish a magazine for readers who want reviews of the latest cars. Which genre of magazine should be produced?
Cars
A client asks the production team to come to a face-to-face meeting so they can talk through the brief and answer each other's questions. Which format of brief is this?
Meeting and discussion
A brief says the advert should encourage more people to give money to a wildlife charity. Which client requirement is this?
Purpose
A brief states that a short film must be delivered by 14 February so it can be shown at a launch event. Which client requirement is shown by the date?
Timescale
Brief: a running shoe brand wants a poster aimed at city workers who run at weekends. The poster must use the brand's house style and be ready by 30 April. Who is the target audience?
City workers who run at weekends
A charity wants its new advert to appeal to donors aged 18 to 25. How should this influence the design of the advert?
The content and style should appeal to people of that age
A brief must be finished in four weeks and the budget will not stretch to hiring extra staff. How does this affect the planning?
The work must fit the time and budget available
A brief says the product is aimed at adults who went to university. Which category of audience segmentation is this?
Education
What is the name for the company, charity or person that pays a production company to make a product such as an advert, TV programme or film?
Client
What is meant by 'client ethos'?
The values and beliefs that guide a company and the products it creates
What is the name for the process of dividing a wide audience into groups such as age, gender, income and location?
Audience segmentation
What is meant by a negotiated brief?
The client and the producer discuss and agree the requirements, adjusting them until both are happy
Which term describes the format of brief where a client hires a company or freelancer to make a specific product, usually for an agreed fee?
Commission
What is meant by 'lifestyle' as a category of audience segmentation?
The way a person chooses to live, including their habits and values
What is meant by a formal brief?
An official, detailed brief with clear requirements and deadlines
What is meant by a theme in a client brief?
An idea or message that runs through a product line and its adverts
Which client requirement covers the logo, fonts and colours that a product must use?
Style
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