Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

1.1 Interpreting Client Briefs - P1 - M1

Key Terms

Complete the following table of key terms for your chosen brief.

Purpose: The purpose is to stop people from smoking as this damages health and weighs
heavily on hospitals.
Form: I made a short movie.
The short movie lasted a time of 2:15 minutes.
Target Audience: The short movie is aimed at all students in school.
Key Messages: Stop Smoking.
Mediums: Showing a video of a student smoking and having a teacher burst in very upset at
his actions, there was audio in my video to make sure that the audience know
when there is important scene. In the video we also used some facts to show just
some of the dangers that smoking can cause to your body.
Budget: We did not spend any cash in our video.
Timeline/Deadline The deadline was 15 Weeks.
Success Criteria: This video will be a success if it stops a number of students from smoking.

Audience research

We know that the audience are students aged 12-18 who may or may not be smoking, at that age they are
usually interested in action and comedy, we contain both in our video.

Basic demographic grouping (Gender, Age, social class, nation). Certain people may start to smoke
because of who they hang around with, boys hanging around with gangs, people of a low social class
may start to smoke because they may feel sorry for themselves and may believe that the only place to
turn to is smoking. Everybody is categorised into certain social classes (A- High managerial,
administrative or professional. B-Intermediate managerial, administrative or professional. C1-Supervisor,
junior managerial, administrative or professional. C2-Skilled manual workers. D-Semi and unskilled
manual worker. E-State pensioners, causal or lowest grade workers, unemployed with state benefits
only). These demographics are used to classify audiences by social status and have been around for over
50 years. The profile makers are NRS, RAJAR and BARB. Certain countries are known for how a lot of
their citizens like to smoke and people who live in that certain country could therefore smoke due to this.
 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

Smoking habits in the UK.

Infographics give a graph on what gender, age and social class like to do a certain task (smoke, listen to a
certain radio station). Psychographics are the study and classification of people according to their
attitudes, aspirations, and other psychological criteria, especially in market research.

https://www.cbinsights.com/research/what-is-psychographics/

https://www.populationpyramid.net/united-kingdom/2017/

Research into the area of choice

We know that smoking can cause you a large range of infections such as lung cancer, we also know that
those who stop smoking can turn their life around and have support while they do it.

Existing Similar Products

In the advertisement for CDC to stop smoking we see that they show what the smoke can do when it
enters your body, this may deter people from smoking at all in their life as this advertisement is serious
and makes you feel a bit sick when you are watching.

1.2A Techniques for generating new ideas – P1 – M1

Methods for generating ideas

Complete the following table to describe the methods of generating ideas. Include a discussion
of how this could be used to generate ideas for your chosen brief.

Method Description
 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

Group Discussions Discussing some ideas with the group that I am working with and
letting them know what we aim to do by making this video about
anti-smoking.
Surveys Making a list of questions and answers that will be given in
multiple choice to people who we may be targeting, they will be
given back and the writer of the survey will see the results that
were given by the certain targeted person.
Focus Groups The certain group that the video will be targeting. An example of
this is Females, aged 15, in school and also smoke.
Current Practitioner People who are currently promoting anti-smoking such as the Roy
Castle foundation or FagEnds.
 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

1.2B Techniques for generating new ideas – P1 – M1

Mind Mapping:

Create a mind map of possible solutions to the client brief.

Have a group discussion between all

people involved in the video, this will
ensure that we know what we need to
do.

Advantages of having a group

discussion is that everybody involved
in this discussion will know what is Make sure that all the props and
happening in the video and what they location is suitable for the video
will need to do. and for the objective that you aim
to achieve.
Disadvantages of this are that they
could take up too much time and affect Advantages of making sure that the
the total amount of filming time you props/items in the film are suitable
have for your video. is that we can make sure that
nothing is out of place or not
needed for the movie.
Anti-
Smoking Disadvantages of this are that the
Campaign props that we may have spent time
on may not be good enough for the
video meaning that there could be
The target audience needs to be a lot of time wasted on the props.
correct for the advertisement
because having a target audience for
the video takes research about the
age, gender, social class etc. You can make sure that everybody
Advantages of ensuring that you knows what role they have to play in
have the correct audience are that if the video.
the audience is young enough so Advantages of this are that everybody
that they will be deterred from will know what role they are going to
smoking later in the future. play so there will be no argument over
Disadvantages of this are that the the roles.
having a target audience restricts Disadvantages of this may be that
people who are older from being people may not agree with the role that
targeted by the video. they have to play and may result in
1.3 Techniques for generating new ideas – M1 even more time being lost.
 Unit 21 – Plan and Deliver a pitch for a media product

LO1: Be able to generate ideas for an original media product

Other Considerations and Constraints

Complete the following table to describe the methods of generating. Include a discussion of how
this could be used to generate ideas for your chosen brief.

Method Description
Physical Locations
Practicalities Equipment
Timescales School time
Financial Limited budget
Constraints School equipment
Recording and editing
Legal requirements Legal requirements that we had to include where that we were not
allowed to copy anyone else’s videos. (Copyright).
Legal requirements are a set of rules that you have to follow by
law when designing a product or a movie that is going to be
shown to the public.