Corporate films and TV commercials are often mistakenly considered the same form of communication, as both share the goal of promoting brands and reaching customers. However, in reality, they are two distinct forms of communication with many differences, from duration and content to broadcasting format.
Common points between corporate films and TV commercials.
Brand promotion through mass media has been a trend in recent years. Replacing the old print media format, video emerged, making it easier for viewers to grasp and remember information through a combination of visual and audio elements.
Of these, two forms Corporate films and TV commercial These methods are widely applied and deliver high marketing effectiveness, especially in reaching a large pool of potential customers. They share a common goal: promoting the brand and building trust with customers and partners.
- Corporate videos are videos that summarize all the information about a company's history, business philosophy, corporate culture, products, and services, helping the company increase credibility with partners and customers. The better and more engaging the corporate video, the more effective the marketing campaign will be.
- TVC stands for Television Commercials, a type of commercial video that introduces a brand or product. Compared to corporate films, TVC production usually focuses on building the most impressive and creative image of the subject being promoted, aiming to attract the audience's attention.
In a comprehensive marketing campaign, businesses often combine the use of corporate videos and TV commercials to achieve the best communication results. Therefore, many people mistakenly think they are the same, but in reality, they are two different forms of communication.
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Distinguishing between Corporate Films and TV Commercials
To differentiate between corporate films and TV commercials, you need to consider the following factors:
Regarding broadcast duration
This is one factor that can help you distinguish between a corporate film and a TV commercial:
- Corporate introductory videos are typically lengthy because they need to include comprehensive content about the company's history, philosophy, culture, products, and more. Therefore, corporate films usually have a long broadcast time, ranging from 3 to 5 minutes, or even longer depending on the company's desired promotional plan.
- TV commercials are typically short, ranging from 30 to 60 seconds, with some lasting 1 to 2 minutes. This difference is due to the fact that TV commercials focus on the target audience, such as products, services, or events, and do not include information about the company's formation and development. Short, concise, and engaging content, along with unique and creative visuals, are essential to make a strong impression on viewers.
Regarding the video content
Corporate films and TV commercials are conceptualized and scripted to suit each format:
- Corporate videos are typically lengthy, so they contain comprehensive and detailed information about the company's history, development, vision, goals, culture, and personnel. Products and services are also introduced in the video, but only in a general way to provide viewers with the most complete information possible. Through this, the company can demonstrate professionalism and credibility to partners and customers.
- Because TV commercials are short, the content needs to be concise and well-structured, ensuring that all the intended information is conveyed. The video prioritizes creativity and uniqueness to create a strong impression and leave a lasting impact on the audience regarding the brand being promoted. Focusing on the viewer's psychology, modern TV commercials tend to use images of celebrities and incorporate special effects and modern technology to make the video lively and engaging. Furthermore, the sound in TV commercials is carefully selected to be catchy and memorable, sparking interest and curiosity about the brand in viewers.
Regarding the means of transport
Corporate films and TV commercials are broadcast on mass media to bring corporate information to viewers. Each type has a different broadcast time, and therefore their distribution methods also differ:
- Corporate films are produced in the form of documentary videos and shown at conferences and seminars, targeting business partners. They are also shown on the company's website and other information channels, although the audience is quite selective.
- TV commercials have widespread coverage across all media platforms such as television, the internet, social media channels, and LED screen advertising. Therefore, it's not difficult to see a TV commercial being broadcast on large screens in shopping malls, apartment buildings, offices, etc.
Regarding the target customer group
As mentioned, the content of corporate films and TV commercials will differ based on broadcast time and target audience. So, who are the main target audiences for these two forms of communication?
- For corporate films, the audience is usually more limited, mostly consisting of partners and customers who are already interested in the business.
- Meanwhile, TV commercials not only introduce products but also stimulate consumption and increase revenue, so they need wide coverage to reach as many people as possible. Therefore, the target audience of TV commercials is not limited by age, gender, occupation, social class, location, time, or geographical distance, etc. Consequently, this form of communication is chosen as the main tool for conveying and attracting customers in marketing campaigns.
Regarding production costs
The difference in production costs between a corporate film and a TV commercial depends on several factors. These include:
- Cost of producing a corporate film: Businesses may need to spend tens of millions of Vietnamese dong or more to produce a corporate video. The figure can fluctuate depending on the production volume.Number of scenes, number of days to complete, number of crew members involved.) and post-production process (special effects, complexity of effectsBusinesses need to balance the desired content to optimize production costs.
- Cost of producing a TV commercial: Depending on the company's advertising plan, the cost of a TV commercial will vary. Similar to corporate films, the cost will be influenced by production factors.setting, actors, equipment, crewmedia factor (broadcasting platformBusinesses that want greater media coverage have to spend more money. For example, the cost of hiring celebrities to be featured in TV commercials, the cost of renting LED screens in shopping malls, the cost of television broadcasting, and social media advertising, etc.
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Regarding communication effectiveness
Both corporate films and TV commercials aim to promote a brand. However, the effectiveness of communication will not be exactly the same for each format. Specifically:
- Corporate videos focus on highlighting the unique characteristics of a business. This helps businesses build their brand, enhance customer trust, and demonstrate professionalism and credibility to partners. Informal videos don't prioritize conversion rates like advertising videos.
- TV commercials focus on immediately introducing products and services in impressive ways, aiming to pique curiosity and then stimulate customer action. A higher conversion rate confirms the effectiveness of the TV commercial.
In summary, corporate videos and TV commercials are two different forms of communication. Typically, in a promotional campaign, they can be released individually or in combination to bring the brand image to a wider audience. Businesses need to choose a reputable and high-quality production company to create the most effective communication products.
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