brief

Brief is an informational material which aim is to inform the agency about the client's goals and notions in addition to a certain project. Generally, the client gives the brief to the account that includes all the concrete data and graphs. After that the brief is given to the ideal writers in a more inspirational form. The essence of the brief is the insight. That means to identify themselves with the claims and attitudes of the target group.

Brochand, Bernard –Lendrevie, Jacques (2004): A reklám alapkönyve. KJK Kerszöv Jogi és Üzleti Kiadó Kft.
Imre, Sándor (2004): A marketingkommunikáció kézikönyve. Aula