How can you quote an audiovisual advertising production without having the scripts?

Posted by
Cristián Aracena

This is a common challenge for marketing managers who must plan their annual budgets of advertising investment in advance. The lack of scripts can complicate the quotation of an audiovisual project, but there are steps that can be taken to estimate costs accurately.

Often, scripts are the basis for determining the costs of an audiovisual production, as they contain crucial details about the plot, characters, location and technical requirements.

In this article, we'll explore various strategies and approaches for quoting an unscripted audio-visual advertising production, which can help marketing managers plan their budgets in advance.


The world of audiovisual advertising is exciting and dynamic, but it can also be a challenge for marketing managers who need to quote productions without having defined scripts. Annual marketing budgets often require advance planning, which means you should have a clear idea of costs before creative details have been developed. If you think about it, it's just as complicated as knowing the cost of building a house without having the architect's plans...

In this article, we'll discuss how to address this challenge and offer practical tips for quoting a audiovisual advertising production without hyphens. We'll cover best practices, tools and strategies that will help you estimate costs accurately and make informed decisions.

Step 1: Define Objectives and Strategy

Before trying to quote an audiovisual production without scripts, it is essential to understand the objectives and the marketing strategy behind the project. Ask yourself the following questions:

  • What is the message you want to convey?
  • What is the target audience?
  • What is the ultimate goal of the video (increasing sales, creating brand awareness, educating the public, etc.)?
  • What is the expected delivery time?
  • What channels and distribution media will be used (television, social networks, website, etc.)?

Having a solid understanding of these aspects will help you make informed decisions throughout the listing process.

Step 2: Market Research

Market research is crucial to quote a audiovisual production without hyphens. Research what your competitors and others in your industry are doing. This will give you an idea of the quality standards and associated costs.

Look for references to similar projects and analyze their budgets if possible. It examines the average costs in the industry for key elements such as direction, production, editing, technical team, and actors, if relevant.

Step 3: Determine the General Scope

Once you're clear about the objectives and strategy, it's time to define the overall scope of the project. This involves making decisions on aspects such as:

  • Length of the video: How long should the video last? This will affect the complexity of production and, therefore, costs.
  • Locations: Where will the video be filmed? Will it be necessary to rent locations? Consider the costs of renting and permits.
  • Actors: Do you need professional actors or will you use company employees? Professional actors can be expensive, so consider this in your budget.
  • Technical equipment: What type of technical equipment do you need? Las high quality cameras and lighting equipment can be expensive.
  • Special Effects: Are special effects required or animated graphics? These elements can significantly increase costs.
  • Music and licenses: If you plan to use copyrighted music, be sure to budget for the appropriate licenses.

Step 4: Variable Cost Estimation

Variable costs are those that can vary depending on the decisions you make throughout the production process. Here are some considerations:

  • Casting: Depending on the complexity and number of actors, casting costs may vary.
  • Technical equipment: The choice of chambers, lenses and lighting equipment can influence costs.
  • Locations: If you decide to shoot in expensive or distant locations, this will affect the budget.
  • Filming time: The longer it takes to film, the more expensive it will be. Plan an efficient schedule.
  • Edition: The complexity of the editing and the effects can vary the costs. Work closely with the publisher to understand the needs.

Step 5: Creating a Contingent Budget

Since you don't have a definitive script, it's wise to create a contingent budget. This involves estimating costs based on different possible scenarios, from a simpler project to a more complex one. Having a budget range will allow you to adjust as creative details develop.

Step 6: Consult Experts

To accurately quote a audiovisual advertising production without scripts, it is advisable to consult industry experts, such as producers, cinematographers and editors. They can provide estimates based on your experience and help you evaluate potential costs.

Step 7: Incorporate a Safety Margin

It's always wise to incorporate a margin of safety into your budget. Unexpected events can arise during production, and having a margin will allow you to handle them without deviating too much from the original budget.

Step 8: Negotiation and Flexibility

As the project develops and creative details are defined, you may need to negotiate with suppliers and adjust the budget. Flexibility is key to adapting to changes without losing control of costs.


Quote one audio-visual productionAdvertising without definitive scripts can be a challenge, but it's not impossible. By following these steps and strategies, you can estimate costs accurately and plan your marketing budget with confidence. Research, expert consultation and flexibility are key tools in this process. Remember that open and effective communication with your production team is essential to ensure that the project is executed within budgetary limits and meets established marketing objectives.

Ultimately, careful planning and adaptability will allow you to successfully approach the quotation of audiovisual advertising productions, even when the scripts are not fully defined.

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