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1. Emily Aldred
Brief Definitions
Contractual
Contractual means ‘agreed in a contract, to having similar characteristics to a contract
according to the natural shareholders rights’. This style of brief means that where a
media company is employed by a client, in order to complete a project, a brief is set to
certain guidelines to which the media must follow. If this brief is breeched, legal action could
be taken.
http://creativemediaatjt.blogspot.co.uk/2013/03/contractual-brief.html
EXAMPLE: An example of this style of brief could apply by the client setting the media
company the task of creating an advert for their company, where the brief specifically states
what the clients needs are, (which could be mentioning the products advantages) to which
the media company must follow the guidelines exactly to promote the product in the right
light on the client, otherwise legal action could be taken. Communication is important within
this brief as it makes the first impression on the client, which needs to be a positive one as
you would need to keep them up to date with their advert via email and meetings to keep the
conditions met to make the adverts outcome be what the client wanted. Time management
is also key as you would need to keep the client up to date with schedules for the future
weeks and months of their advert such as dates as casting and or filming. Technical skills
would mean the hardware that the product would be produced on such as the cameras,
lighting, microphone. The software that the advert may be presented or edited will create the
final outcome. The media company will usually take care of this responsibility. A career
progression could end up depending on the clients popularity and reputation, which could
end up in future clients which would be possible by being noticed with items such as a
portfolio.

2. Negotiated
Negotiated means ‘to find a way over or through an obstacle or route to work things
out’. This type of brief means that if two or more media companies (that are competing for a
project) have to solve issues between their selves by negotiation in order to get a final
outcome. Through negotiation, some aspects of the brief such as the guidelines can be
changed in order to suit all partied involved.
http://creativemediaatjt.blogspot.co.uk/2013/03/negotiated-brief.html
EXAMPLE: An example of a negotiated brief would be if the client hired two or more media
companies to produce a music video, the media companies must negotiate terms between
them to agree on some aspects the video, (such as what is included within the frames) to
produce the client in the right way and ultimately end up with a final outcome of the video.
Communication is important within this brief as it makes the first impression on the client,
which needs to be a positive one as you would need to keep them up to date with their
music video via email and meetings to keep the conditions met to make the music video suit
the client. Time management is also key as you would need to keep the client up to date
with schedules for the future weeks and months of their music video such as dates as
casting and or filming and how the client will be presented in the video. Technical skills
would mean the hardware that the product would be produced on such as the cameras,
lighting, microphone if needed. The software that the music video may be presented or
edited on will create the final outcome. The media company will usually take care of this
responsibility. A career progression could end up depending on the clients popularity and
reputation, which could end up in future clients which would be possible by being noticed
with items such as a portfolio.
Formal
Formal means ‘to do an event in accordance with suitable etiquette for an official or
important occasion’. This type of brief means that it has open outlines on the product with
enough information given to assess any issues or negotiations, which can be discussed
formally by the client and the media, but it may not always be legally binding.
http://creativemediaatjt.blogspot.co.uk/2013/03/formal-brief.html

3. EXAMPLE: An example of a formal brief would be if a client was to be interview for a
magazine or newspaper of some sort by a media company, then the client would provide the
media company with information to which the media could use as outlines and fashion into
an interview that was discussed with the client, but not everything said could be on the
record, therefore if something off record was printed, then it may not be legally binding.
Communication is important within this brief as it makes the first impression on the client,
which needs to be a positive one as you would need to keep them up to date with their
magazine/newspaper via email and meetings to keep the conditions met to make the print
work outcome be what the client wanted. Time management is also key as you would need
to keep the client up to date with schedules for the future weeks and months of their print
work such as dates as hiring of staff and or conducting interviews for the
magazine/newspaper. Technical skills would mean the hardware that the product would be
produced on such as the cameras for photos and the software for typing the text. The
software that the print work may be presented or edited will create the final outcome. The
media company will usually take care of this responsibility. A career progression could end
up depending on the clients popularity and reputation, which could end up in future clients
which would be possible by being noticed with items such as a portfolio.
Informal
Informal means ‘having an unofficial style/atmosphere such as easy-going vocabulary
and conversation’. This style of brief means that it is not documented, and is usually verbal
rather than written. Also, the client and media will have a simple discussion about the
requirements for a product and decide upon the final idea.
http://creativemediaatjt.blogspot.co.uk/2013/03/informal-brief.html

4. EXAMPLE: An example of an informal brief would be if a client hired a media company to
produce a documentary about their chosen idea/product, then the client and the media
would informally discuss the requirements and ideas of the chosen topic, before going ahead
with the production itself. Communication is important within this brief as it makes the first
impression on the client, which needs to be a positive one as you would need to keep them
up to date with their documentary via email and meetings to keep the conditions met to
make the documentary outcome be what the client wanted. Time management is also key as
you would need to keep the client up to date with schedules for the future weeks and months
of their documentary such as dates as casting, filming and locations depending what the
theme of the documentary is. Technical skills would mean the hardware that the
documentary would be produced on such as the cameras, lighting, microphone. The
software that the documentary may be presented or edited will create the final outcome. The
media company will usually take care of this responsibility. A career progression could end
up depending on the clients popularity and reputation, which could end up in future clients
which would be possible by being noticed with items such as a portfolio.
Commission
Commission means ‘a group of people trusted by an official body, that are given
authority to complete a task who bring something new to a working condition’. This
type of brief means that a media company will employ another independent media company
to create a product for them, which means the second independent media company could
get a cut of the royalties too. This type of brief is negotiated between the two media
companies.
http://creativemediaatjt.blogspot.co.uk/2013/03/commission-brief.html
EXAMPLE: An example of a commission brief would be if an independent media company

5. hired another independent media company to create a poster, then the second media
company would be trusted by the first to bring new ideas and authority for this task, as well
as the second media company might also get a cut of the royalties too. Communication is
important within this brief as it makes the first impression on the client, which needs to be a
positive one as you would need to keep them up to date with their poster via email and
meetings to keep the conditions met to make the poster outcome be what the client wanted.
Time management is also key as you would need to keep the client up to date with
schedules for the future weeks and months of their advert such as dates as appointments
with directors and or layout design specialist. Technical skills would mean the hardware that
the poster would be produced on such as the cameras if there are any pictures on the poster
and or people to do research for the poster. The software that the poster may be presented
or edited will create the final outcome. The media company will usually take care of this
responsibility. A career progression could end up depending on the clients popularity and
reputation, which could end up in future clients which would be possible by being noticed
with items such as a portfolio.
Tender
Tender means ‘several contractors provide an estimated cost by the description of the
product and proposals are discussed by the commissioner.’ This style of brief means
that a client will advertise their brief, and a production company will bring together a proposal
that will be pitched to the client to suit their brief. This will be done by several production
companies then leading to the client choosing their favourite pitch, who will then be chosen
for that job.
http://creativemediaatjt.blogspot.co.uk/2013/03/tender-brief.html
EXAMPLE: An example of a tender brief would be if the client choose to do a music video for
their company, they would create a brief and advertise it. Then several media production
companies will create a proposal that will be pitched to the client, to which the client will
choose their favourite music video pitch, and go with that company. Communication is
important within this brief as it makes the first impression on the client, which needs to be a
positive one as you would need to keep them up to date with their music video via email and
meetings to keep the conditions met to make the music video suit the client. Time

6. management is also key as you would need to keep the client up to date with schedules for
the future weeks and months of their music video such as dates as casting and or filming
and how the client will be presented in the video. Technical skills would mean the hardware
that the product would be produced on such as the cameras, lighting, microphone if needed.
The software that the music video may be presented or edited on will create the final
outcome. The media company will usually take care of this responsibility. A career
progression could end up depending on the clients popularity and reputation, which could
end up in future clients which would be possible by being noticed with items such as a
portfolio.
Co-Operative
Co-operative means ‘An organization which is owned and run by its members, who
share the profits/benefits, involving working towards a common goal’. This style of
brief means that if two or more companies are hired by a client, they are to work together to
produce the product, if they disagree they can negotiate the brief to resolve the issues.
http://creativemediaatjt.blogspot.co.uk/2013/03/co-operative-brief.html
EXAMPLE: An example of a co-operative brief would be if a client wanted to produce a
documentary, they would hire two or more media companies who would work together to
produce the documentary that would fit the clients brief, if these two companies disagree on
anything, they will have to negotiate the brief to achieve a final documentary.
Communication is important within this brief as it makes the first impression on the client,
which needs to be a positive one as you would need to keep them up to date with their
documentary via email and meetings to keep the conditions met to make the documentary
outcome be what the client wanted. Time management is also key as you would need to
keep the client up to date with schedules for the future weeks and months of their
documentary such as dates as casting, filming and locations depending what the theme of
the documentary is. Technical skills would mean the hardware that the documentary would
be produced on such as the cameras, lighting, microphone. The software that the
documentary may be presented or edited will create the final outcome. The media company
will usually take care of this responsibility. A career progression could end up depending on
the clients popularity and reputation, which could end up in future clients which would be
possible by being noticed with items such as a portfolio.

7. Competition
Competition means ‘An event or contest in which participants establish supremacy in a
specific area’. This type of brief means that the client could place their brief somewhere
where different production companies can access the brief and the client can judge the best
project and have it published.
http://creativemediaatjt.blogspot.co.uk/2013/03/competition-brief.html
EXAMPLE: An example of competition brief would be if a client was to produce an article or
newspaper of some sort, they would place the brief somewhere public for several production
companies to access and create their own product based of this brief, to which at the end,
the client will choose the best one and have it published. Communication is important within
this brief as it makes the first impression on the client, which needs to be a positive one as
you would need to keep them up to date with their magazine/newspaper via email and
meetings to keep the conditions met to make the print work outcome be what the client
wanted. Time management is also key as you would need to keep the client up to date with
schedules for the future weeks and months of their print work such as dates as hiring of staff
and or conducting interviews for the magazine/newspaper. Technical skills would mean the
hardware that the product would be produced on such as the cameras for photos and the
software for typing the text. The software that the print work may be presented or edited will
create the final outcome. The media company will usually take care of this responsibility. A

8. career progression could end up depending on the clients popularity and reputation, which
could end up in future clients which would be possible by being noticed with items such as a
portfolio.

9. ONE:
By advertisingthe word‘WIN’inthe biggestfont,itisgrabbingthe
audiences attention,makingthemmore interestedinwhatthe
competitionis.Withthe coloursbeingsubtle againstabright
background,itmakesitstand out more as well.
The clientforthisbrief isClarks,a well-knownandtrustedshoe
company.Thisbrief isadvertisingitscompetitiontowinapair of
shoesoff theirofficial website,of the winnerschoice.Toenter,you
wouldsimplyfollow the stepsbelow ontheirwebsitepage.The
clientscompetitionbrief hassimple effectssuchasmakingboldthe
parts that wouldattractthe audience,suchasthe word‘simple’in
howeasyit isto enterand the word‘WIN’,whichiswhat the
audience wouldwant.Thisbrief hasnotime scale available onthe
website asitthe companywouldwantfeedbackontheirproductsto
keepsellingata top rate.The intendedtargetaudience wouldbe
people whomainlyshopatclarks,whichcanvary from youngmen
and womentoan much oldergenerationof grandparents.The legal
and ethical relatingtothispromotion,don’treallyinclude muchasit
statesthat a purchase isnot necessarytoenterthiscompetition.The
onlyconstraint that isavailable tosee isthatthe review thatis
written(thisisthe entryintothe competition) hastobe an honest
and full review,notjust‘goodorbad’.
By the brief includingthispicture of
friendsall sittingtogetherarounda
table,andappearingtohave a good
time,itmakesthe audience thinkthat
theycouldtoo have a life like thiswith
theirfriendsbywearingthe advertised
company’sproducts,suchas Clarks
shoes.Italsohas a spring/summery
feel toitwhichmakesthe colourspop
on the page,therefore attractingthe
audience more.

10. TWO:
Duringthe 2011 BRITs advertisement,Mastercardwasthe
official sponsorof the BRITawards,therefore astheir
sponsoradvertswere broadcastedonTV,theyadvertised
singersgivingitemstobe wonbytheirfans,through
mastercard.Due to the choice of singer,ElizaDoolittle,this
facebookpostfromthe BRIT awards,was mainlyaimedat
Eliza’sfans.
By givingawebsite addressthe
audience couldvisit,itisadvertising
the competitionandthe brandof
mastercard,as well asthe reputation
and popularityof theirchosensingers
whoparticipatedinthisevent.
The clientforthisbrief,isMastercard. Thisbrief isadvertisingthe
brand of Mastercard, due to itbeingthe BRIT awards facebookpage
postingthis.The Mastercard eventisadvertisingthe singer,Eliza
Doolittle’sinvolvementinthis‘somethingforthe fans’theme of
allowingaluckyfanto wina pair of her ownpersonal nike blazers.The
time scale wouldof have beenentry’srequiredupto andjustbefore
the eventof the BRIT awards takingplace,toallow time forfilmingthe
winnerscollectingtheirprize.The intendedaudienceforthisparticular
brief,wouldhave beenfansof Eliza,orthose close topeople whoare
Fans,whowouldknow itwouldmake othershappy.The legal and
ethical issuesrelatingtothiswouldbe that,those entering,wouldof
have to have beena Mastercard holder,andenterintime.The only
constraintthat comesto mind,isbeingof a Mastercard holderagain.

11. THREE:
Due to this
advert/poster
featuringapolaroid
camera that isvery
similartothe
Instagramlogo,and
the fact that this
advertisementwas
alsofeaturedon
Asos.com’sinstagram,
the competitionwould
be takingplace online,
such as the entrants
postingtheirentryvia
the instagramsite.
Due to thisadvert
featuringyoung
girls,dressedquite
stylish,Iam
guessingthatthis
brief is mainly
aimedat young
adults/teenagers
of the female
gender.Italso
suggeststhatit
aimedat girlsdue
to the colourand
style of fontused,
as well asthe use
of heartsand
stars.
The clientforthisbrief,isAsos.com, awell-knowninternational
clothingcompany.Thisbrief isfora competitionforyoung
adults/teenagerstoenterandwin$500 worthof moneytospend
at Asos.cominAmerica.Thisbrief doesn’tspecifiyanyage range or
genderrequirements,butwill grabthe audiencesattentiontovisit
the website tofindoutmore. Withthisbrief addinga sloganof,
‘#ASOSNYC’suggeststhatcompetitionisbasedinNew YorkCity,
whichisknownas a fashioncapital. The brief doesn’tadvertisea
closingdate or anythingspecific,whichwouldmake anyone
interestedinentering,visitAsos.com, whichwouldagain,
advertise the Asosbrand.A timescale couldnotbe foundforthis
brief,againlegal andethical issuescouldnotbe foundasI couldn’t
findthe original source of thispost.Constraintswithinthis
competitionwouldbe how youwouldenter,suchashavingthe
sloganof , ‘#ASOSNYC’ onyour postto enter.