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LO2: Be able to interpret client requirements and target audience…
LO2: Be able to interpret client requirements and target audience considerations
Types of client brief
Formal
Scheduled meeting take place between client and producer where client outline requirements
Written document provided with rules and regulations
Informal
Client will discuss requirements during telephone call where verbal agreement will be made
No documentation
Negotiated
Client and producer work together to develop a brief for the project
Discussion will take place to form aims and objectives
Contractual
Brief is outlines within a contract of employment
Tender
Client will publish an advert that shows they need a product created and requests bids from production companies
Production companies send in their pitches and have a meetings and will show estimated costs and timescales
Commissioned
Client will hire a separate independent media company to create a media product for them
The company will formulate their own research, proposal and planning for the project
Client requirements
Implicit
Inferred from brief, have to interpret what is said
Open
Some freedom to make decisions about how to create a successful product
Constraints
Boundaries that the project must work within
Explicit
Clearly stated and must be met when producing the product
Tools to use
Mindmaps
Used in initial phase of planning where thoughts and ideas can be linked off a central hub
Moodboard
Collection of images, materials, words, fonts and objects that are used to create a mood or feel for a project
Blue-sky thinking
Group of individuals get together with an empty piece of paper or whiteboard. Having read the brief, any thoughts, words and colours are written down. No idea is discounted or criticized
SWOT analysis
Strengths, weaknesses, opportunities and threats can be identified to help to take initial ideas forward
Target audience factors
Socio-economic factors
How much an individual earns
Class: Upper, middle, lower
Age
Defines the complexity of a product in relation to how it is controlled
Gender
General assumption that males and females have different interests but in modern society these interests are changing
This can affect what product is targeted at what gender group and how the product is styled
Ethnic groups
As people and technology have spread, cultures, heritage, race, religion and languages that need to be considered have grown
Failure to take such diversity into account could cause offence to a group
Geodemographics
Location of target audience and its effect on the feelings that have for their nationality and religion could affect the style of the product and also the language
Sexual orientation
Users sexuality can affect a media product
Not only can preferences of different groups affect who the product is targeted at but also style of language and imagery
Mainstream Vs Niche
Purposes of media product might be to appeal to a wide range of people (mainstream) and therefore would nee to be seen to suit conventional tastes
If its being targeted at a small group of people (niche) then the preferences of this group would need to be considered