Such companies put forward video advertising ideas to customers, and after the customers approve them, they outsource them to professional film and television production companies. Most of the advertisements we see on TV, such as Coca-Cola, KFC, Head & Shoulders, Mercedes-Benz and BMW, are from 4A advertising companies. They like to make big productions, which are more expensive. According to the brand and the scale of advertising production, the price of a video advertisement is between 2 million and 8 million.
2. Small creative advertising companies (also called "creative hot shops"): including Shanghai Yiren, W Company, Mayer, Sky and Air, etc. Many of these companies are small advertising companies established by their creative directors after accumulating a lot of project experience. Compared with the large advertising companies in 4A, such companies have fewer employees, so their operation is more flexible. Moreover, the core figures of the company are all big cows in the industry, so their work is also very good, and they have robbed many traditional advertising companies of their business.
Their shooting mode is basically similar to that of 4A Company. They will also create their own ideas and then cooperate with professional film and television production companies. Although the shooting price is not low, the advantage is that there is no complicated process of big companies, and creation and communication are more flexible.
3. Characteristic film and television companies: These companies are all specialized in shooting film and television advertisements. Each company has its own unique weapon, which can do its best in a relatively narrow field.
Han Shi: Self-proclaimed positioning film and television advertising company, good at finding product selling points and brand positioning for enterprises with the concept of "selling well". His works include: Second-hand Melon Seeds, Maodou New Car Network, Turn around, Living in an Apartment, etc. Well-known advertisements such as "more people you like" and "national sales are far ahead for ten consecutive years" that you hear on TV are basically his. Advertising fee, creative deposit of more than 50 thousand, production cost of 3 million.
Ye Maozhong: 1989 started to shoot advertisements and received many film and television advertisements. Later, he became more popular by writing books and gradually shaped himself into a "master" in the advertising industry. Ye Maozhong's theory is "conflict", and advertising creates consumer demand by creating contradictions and conflicts. His advertisement has always been controversial. Although the advertisements of hornet's nest and Zhihu during the World Cup were drowned out by criticism, they became the objects of imitation by various enterprises and advertisers. It is said that Ye Maozhong is also a domestic 4A, and the charge should not be lower than that of the Han lion upstairs.
Red production: brainwashing advertising major, the representative work: "Looking for a job directly to talk to the boss", directly hired by the boss, shot by Platinum Jue, easy. Their advertisements are more controversial than those in Ye Maozhong, but the more netizens scold business owners, the more they buy them, and the fees increase year by year, from 1 10,000 a few years ago to nearly 5 million.
Knife Shadow: A film and television company in Xiamen started as a short video, specializing in making emotional micro-movies for enterprises. Two years ago, the micro-film "Someone has a crush on you" for 999 Ganmao Ling triggered a "brush screen" among friends, and the company became popular overnight.
1LIN 1: A film and television company founded in Shanghai by a young director who returned from studying in Britain likes a mirror to play it through. Their advertising visual style is very avant-garde. The founder is a photographer and will try all kinds of new shooting techniques. The advertising style is very young.
Tiandi Sunshine: a professional liquor advertising company, which is known as "Top 50 Liquor in China, and half of them are looking for Tiandi Sunshine to advertise". Many alcohol advertisements broadcast by CCTV give people the impression that the company filmed Tsinghua Fenjiu, Tuopai Shede, Fang Shuijing and Xijiu.
Bitone: specializes in car CG advertising, that is, making car advertisements with three-dimensional animation. The cars they make are so real that ordinary people can hardly see that they are made by computers. In fact, in many car advertisements, the lens of the car is not shot, but made with three-dimensional animation.
Big movie:? Specializing in e-books, 8848, small pots of tea, a bit like TV shopping. Their advantage is that they have a strong ability to tap functional selling points and their advertising style is grounded. Every shot exudes a strong local flavor.
4. Professional film and television production companies: Shanghai Guanchi and Qili Advertising are well-known. This kind of company mainly undertakes the subcontracting projects of first-class and second-class advertising companies. Usually, their production ability is stronger than creativity, and there are hundreds of thousands to millions of single movies. Many traditional advertising companies will seek their cooperation when they need to outsource shooting and production after receiving creative projects.
If Party A cooperates directly with such companies, it needs to make more snacks on creative strategies, because market analysis, marketing strategy and consumer insight are not their strengths.
5. Miscellaneous film and television companies: Every first-tier city has thousands of large and small film and television companies, 90% of which are such companies. Their main business is shooting corporate propaganda films and government reports. The film and television production companies you can find on Baidu's homepage are basically like this, and they are also the most accident-prone "minefield".
If you call for advice, every company will say that it is a professional film and television company, and it can shoot anything, and it is very cheap. In fact, it is just a promotional film assembly line with low-cost orders. It is ok to shoot some low-demand science and education films or corporate propaganda films, and the advertisements are definitely not 6.
Professional companies shoot advertisements, and there are generally dozens of people at the scene, and the division of labor is very fine. However, three or five people from these famous companies can usually make films. Planning is both a director and a reporter, and photography is both a producer and a lighting, so you should not demand too much quality of their works. The fees of such companies range from tens of thousands to120,000, and 200,000 yuan is the annual blockbuster of the company.
It needs special explanation. I'm not saying that such a company is bad and unprofessional, just looking at the needs of Party A. If you are only willing to spend tens of thousands of dollars to shoot a video introducing the company, it is very suitable to find them. After all, a penny is worth a penny, and most of these companies are also model workers who work hard to make films.
6. Independent directors: Good and evil people are mixed up, and it is difficult for ordinary people to tell good from bad. Awesome directors Rainbow Limin, Zhang Dapeng and Fu Binbin earn as much as100000 a day or even more. There are many strings under the banner of "director". They have been writing creative planning and editing TV programs for several years, and even some film and television majors dare to say that they are "independent directors", so they should be cautious in seeking private cooperation and calling themselves "CCTV directors", "documentary directors" and "TV directors".
How to screen companies? Advertising can't be done well by hard work. The most important thing is professionalism. Therefore, choosing a company is to choose a degree of professionalism, not a model worker. It is suggested to investigate from four aspects:
1、? Look at people. Always invite you to dinner, always care about your life by phone, but seldom talk about majors, which shows that this company is business-oriented, and its ability to negotiate with people is greater than its professional ability to advertise. On the contrary, I want to help you solve the problem by asking your budget and asking you what difficulties your brand has. When you meet for the first time, although the person you are talking to is not the one who will eventually help you solve the problem, you can roughly judge whether the professionalism of the company is reliable by carefully observing the behavior pattern of the customer representative.
2、? Looking at the works is everything for an advertising company, and you like their works is the premise for you to choose a company. There is no need to talk about the next step if you are not satisfied with the work.
3、? Look at the website. First look at the first impression. If the advertising company's own website has no temperament, will you believe that it can shoot your advertisement well? Secondly, pay attention to whether the form, style and quality standard of the works on the website are unified. Usually a very mature film and television company has its own unique style. Those websites with different works and chaotic categories are likely to put their own real works. Some websites automatically pop up online consultation dialog boxes as soon as they enter, making advertisements like pyramid schemes; Some website companies have a wide range of business, as if they can do everything; Some websites put all the articles copied from the internet in the company news; Pay attention to all the above.
4、? Look at the company environment. Although in this era of online shopping, it seems that nothing can't be traded online, it is still necessary for you to spend hundreds of thousands of dollars on an advertisement and go to the office environment of the advertising company to have a look in person. Some companies work in residential buildings, and there are only a few computers and several children who work overtime and stay up late in the room. Such a company may not find anyone before the film is finished.
What are the common pits in advertisements? 1、? Proposal is a group of people, implementation is another group of people. The practice of this company is to come up with a beautiful idea first, and then agree to all the requirements of Party A at one time, regardless of the implementation difficulty and budget cost. In short, Party A will be excited, and then the project will be won, the contract will be signed, and everything will be fine! As for how to deliver the film after the contract is signed, it can only be fooled. What's more, when Party A meets Party B and secretly subcontracts the film to a third-party production company behind your back, the final film will really be full of water. Maybe you thought it was a cosmic blockbuster, but it turned out to be a comic book.
2、? Be careful, master. Some advertising companies invite you to talk. A master who wears Hanfu, has long hair and a white beard will give you a hilarious laugh, talk about his own advertising logic and creative methods, and bombard your layman's nerves with a bunch of concepts and theories you have never heard of. You should also be careful of such a master who is full of big strategies, and the master will make a bad film. There are too many cases.
3、? The quotation is low. The lower the price, the better. The hype I told you before, how awesome we are and how big a blockbuster we have made for you. As a result, the price is hundreds of thousands, which makes you happy and makes you feel big. We all know that cheap things are not good, but we often put things on ourselves and forget them. Low prices are generally the result of vicious competition between companies. The low quotation is only for winning the project. The direct consequence of taking orders at a low price is to save the filming, which should have been finished in three days. The real scene should have been changed to green cloth, and the professional actors should have been changed to acting college students. In short, Party A should use ARRI camera to shoot with SLR.
4, the moisture of the work. First of all, popularize two common sense. First, a good advertisement needs dozens of people to participate from creativity to shooting to later stage, and everyone can be said to be his own work. Second, the works on the company's official website are more authentic than those they put on your computer face to face, because websites may be reported if they steal other people's works. So, whenever you feel suspicious, you'd better ask a few more questions. When was it taken? Who is the director? Where was it taken? Who did it later? What is the price? If it is really the other person's work, he should not only be able to answer every question carefully, but also tell you a short story he created. On the other hand, if this is a pirated work, the other party will definitely falter and sweat when you ask.
What if the budget is small? Not every Party A has a budget of tens of millions like an international brand, and most of Party A's fathers have a hard time. I want to shoot a good advertisement, but I really don't have much budget. What should I do? ：
1、? Think clearly about the purpose of the advertisement first.
You don't advertise for the sake of advertising, you must advertise to solve a problem. Is it a problem of selling goods, popularity or brand aging? Only when you find the problem yourself can the advertising company help you. Avoid saying from the beginning that I want to make a blockbuster like BMW. The problem that BMW wants to solve is not your problem at all, and there is no comparability. You should pay more attention to what your brand wants to achieve through this advertisement at this stage, rather than making a blockbuster at once.
2、? Pick a few companies you can talk about.
"Getting along" is very important. Finding an advertising agency is as important as finding a girlfriend. At first glance, mutual affection proves that everyone has the same values, and such cooperation has the opportunity to add one more than two. If you feel out of step at the first meeting, no matter how great the company's past works are, don't hesitate to turn around and leave.
3、? Tell each other directly about their budget range.
Don't forget your purpose at any time, which is to solve brand problems through advertising, not to make a blockbuster. After the initial screening of the company, you might as well tell the other party the budget you can give and tell them where your difficulties are. I believe that more professional people, in advertising this matter, advertising companies must have more ways than you. Therefore, more money, more money, less money.
Many Party A are afraid that Party B will not take his project seriously when he knows that his budget is small, so he deliberately does not disclose his budget in the early stage. If you happen to meet Party B who is ashamed to talk about money and has no experience, the result will often be a meeting between the two sides to innovate and modify. In the end, everyone was very satisfied with this idea, and once the quotation was found to be too high, Party A could not bear it at all, so it had to beat each other and break up. That's how the so-called "market is dead" came about. In fact, for both parties, no one wants to do such inefficient things. It is often because everyone was ashamed to "talk about money" in the early stage.
It's like walking into a restaurant and saying to the boss, "I didn't want to eat anything and forgot how much money I had in my pocket." Why not fry two dishes first? I'll go and have a look. " It's strange that the boss doesn't hit you.
4、? Try to help advertising companies.
Many good advertisements are chatted by both parties. If you want to shoot a good work, Party A had better put down his high airs and fully trust the advertising company. Because no matter how good the advertising company is, it is worthwhile to spend more time on the communication between the two parties in the early stage. Some Party A likes to say "I won't reveal my thoughts, so as not to limit your thinking", which ultimately means that they don't trust each other. The less you say, the more you are afraid that the other person will make mistakes, so your plan is definitely nothing new.
5、? Pay for a good idea
It takes courage to spend money on advertising and advertising. No matter how awesome the advertising company is, it dare not clap its chest to assure you that the advertisement will explode, but there are indeed many enterprises that rely on advertisements to make their brands bigger. So, either do it or strike while the iron is hot. What I am most afraid of is indecision and procrastination. When a decision is made, a good opportunity will be missed. When you come across a good idea, you should do it when necessary. Don't dig that little budget any more. Give the advertising company one more dollar, and you may earn yourself ten more dollars in the future.