Things to know about the difference between corporate films and TV commercials.

Corporate videos and TV commercials are often mistakenly considered the same form of communication, as both share the goal of promoting a brand and reaching customers. However, in reality, they are two distinct forms of communication with many differences, specifically in terms of duration, content, and broadcast format. Let's explore these differences in this article!

Common points between corporate films and TV commercials.

Brand promotion through various media channels has been a trend in recent years. Replacing traditional print media, video has emerged, allowing viewers to easily grasp and remember information through a combination of visual and audio elements.

Corporate films and TV commercial These two methods are widely applied. They offer 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.

In a comprehensive marketing campaign, businesses typically combine both types. Simultaneously implementing corporate videos and TV commercials yields better communication results. Therefore, many people mistakenly consider them the same, but in reality, they are two distinct 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:

• Business introduction video Corporate videos will typically be lengthy. Because the video needs to comprehensively cover the company's history, philosophy, culture, products, etc., corporate videos usually have a long broadcast time. On average, they range from 3 to 5 minutes, or longer depending on the company's desired promotional plan.
• TV commercial TV commercials are typically short, ranging from 30 to 60 seconds. However, in some cases, TV commercials can be as long as 1 to 2 minutes. This difference is due to the fact that TV commercials focus on the target audience, including products, services, and events, and do not include information about the company's formation and development. Advertising videos need to be short, concise, engaging, and feature unique and creative visuals. The purpose of the video is to make a strong impression on the audience.

Regarding the content of corporate films and TV commercials.

Corporate films and TV commercials are conceptualized and scripted to suit each format:

• Corporate video These films are usually quite long. Therefore, the content is comprehensive and detailed, covering the company's history, development, vision, goals, culture, personnel, etc. Products and services are also introduced in the films, but only in a general way to provide viewers with the most complete information possible. Through this, the company demonstrates professionalism and credibility to partners and customers.
• TV commercial Due to its short duration, the content needs to be concise and to the point. However, the video must still convey all the intended information. The video prioritizes creativity and uniqueness to create a strong impression and leave a lasting impact on the audience regarding the brand's message. It focuses on appealing to the viewer's psychology. Current TV commercials tend to use images of celebrities and incorporate special effects and modern technology. This aims to make the video lively and engaging. Furthermore, the sound in the TV commercial is carefully selected to be catchy and memorable. This element makes viewers interested and curious about the brand.

Regarding media for corporate films and TV commercials.

Corporate films and TV commercials are broadcast on mass media to bring corporate information to viewers. Each type has a different broadcast time. Therefore, their distribution methods also differ:

• Corporate films Produced as a documentary video, the film is shown at conferences and seminars, targeting business partners. It is also available on the company website and other information channels, although viewers are quite selective.
• TV commercial They have widespread coverage across all media channels. You can easily see them on television, the internet, social media channels, and LED screen advertisements.

Regarding the target customer group

As mentioned, the content of corporate films and TV commercials will differ. The distinction between these two types is based on broadcast time and the target audience. So, who are the main target audiences for these two forms of communication?

• For Corporate FilmsHowever, the target audience is usually more limited. The majority of viewers are partners and customers who are already interested in the business.
• Meanwhile TV commercial Short advertising videos (TVCs) are not just about introducing products. They stimulate consumption and increase revenue. Therefore, they need wide reach to connect with as many people as possible. Consequently, the target audience for TVCs is diverse, encompassing all age groups, genders, occupations, social classes, locations, times, and geographical distances. This form of communication is chosen as the primary tool for conveying messages and attracting customers in marketing campaigns.

Regarding the production costs of corporate films and TV commercials.

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 inviting celebrities to be featured in TV commercials, the cost of renting LED screens in shopping malls, the cost of television broadcasting, 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 films The focus of a promotional video is to highlight and emphasize the unique characteristics of the business. This helps the business build its brand and enhance customer trust. It also demonstrates professionalism and credibility to partners. While conversion rates are not as important for promotional videos, a promotional video is a more practical and effective way to showcase the business.
• TV commercial Focus on immediately introducing the product or service in impressive ways. Aim 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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