West Visayas State University

COLLEGE OF COMMUNICATION
Iloilo City

DUL-IL-LAN FOUNDATION, INC.: A PROMOTIONAL VIDEO

Evangelyn V. Armada

Al Ian Belicano

Ramiah Beulah Macaro

Dexter March

Steven P. Panambo

Chapter 1

The Problem

Chapter 1 has five parts: (1) Background and Theoretical Framework of the Study, (2)

Statement of the Problem, (3) Significance of the Study, and (5) Definition of Terms.

Part One, Background and Theoretical Framework of the Study, gives the overview and

the reason for the choice of the study.

Part Two, Statement of the Problem, states the objectives to report on the procedures

involved in the production and to assess the merits of the documentary in terms of certain

criteria.

Part Three, Significance of the Study, discusses the benefits that might be obtained from

the study.

Part Four, Definition of Terms, provides the conceptual and operational meanings of

important terms used in the study.

Part Five, Delimitation of the Study, specifies the scope and coverage of the study.
 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

Background and Theoretical Framework of the Study

A promotional video is marketing and sales tools designed to introduce or educate

consumers about a particular product, cause, or organization. Generally, a promo video is

structured to be precise, direct and to only last for no more than ten to fifteen minutes. This

usually allows a well-produced video to hold the attention of viewers long enough to make the

key points necessary to generate additional interest. (Wisegeek.com, 2016)

The key difference between marketing and promotion is the fact that promotion is a part

of companies overall marketing mix. The marketing mix consists of price, product, place and

promotion. Thus, marketing exists without promotion but promotion doesn’t exist without

marketing (Simmonds, 2016).

Before producing a promotional video, one must first identify what outcome, it wanted

to attain or produce; what one wants the video to be? To raise awareness? To educate a new

target audience on important issues affecting the industry? Define the objective. Be specific on

what one wants to happen when people finish watching your video. Promotion is also a process

of communicating the value of the product or service to a specific audience. One must have to

know who the customers are and prospects are and one have to differentiate the message for

that specific audience. This step typically requires some degree of research. The narrower the

focus the greater chance of success because one can deliver a message knowing the audience

cares about. What is the demographic and psycho-graphic make-up of the target

audience? What are the needs, preferences and biases of this audience? This answers the
 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

question, what does this audience care about and how does the product or service relate to

those concerns? (onemarketmedia.com, 2016)

As technology becomes a more integral part of consumers' lives, promo videos become

a more effective tool for businesses that want to grow. Promo videos have proven to increase

click throughs, consumer engagement, and conversion rates (GoAnimate, 2012).

 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

Objectives of the Study

This study aim to report the procedures involved in the production of DUL-IL-LAN

Foundation, Inc.: A Promotional Video.

Specifically, this study will provide answers to the following questions:

(1) What is the production value of the promotional video in terms of:

(a) manpower,

(b) production cost, and

(c) production time allotted?

(2) What problems were encountered during the making of the promotional

video?
 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

(3) What are the merits of the promotional video in terms of:

(a) videography,

(b) sound,

(c) editing,

(d) musical scoring, and

(e) script?

(4) What are the suggestions of the jurors for the improvement of the promotional

video?
 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

Significance of the study

The beneficial organization, DULILAN Foundation Inc. may use the finished promotional

video for the organization’s promotional and or educational purpose.

To the stake holders of the aforementioned organization, the indigent patients, the

sponsors, the doctors and such, to whatever purpose this video may serve.

The Broadcasting and Development Communication student of the College of

Communication, may use this study as reference on thesis writing for promotional video.

The student of College of Communication and related courses may use this study as

reference on projects on specific production and or research material for educational purposes.

The colleges and universities, maybe motivated to affiliate with organization such as

DULILAN Foundation, Inc. to produce such videos wherein the students does not only apply

their learned skills and knowledge in video production but also to reach out and help the

community.

The organization such as DULILAN Foundation, Inc., may be encouraged to take an

advance step in promoting their humanitarian cause such as this.

And finally, the future researchers may know the answers behind the difficulties that are

encountered in the production of video materials especially when affiliated with outside

organization such as DULILAN Foundation Inc. through this they will realize and appreciate the

hardships and joys of making a video as well as dealing with other people to produce a valuable

output.
 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

Definition of terms

To achieve clarity and precision of interpretation, the following terms are defined

conceptually and operationally:

Definition of Terms

Communication – is a discipline that focuses on how people use messages to

generate meanings within and across various context, cultures, channels and media.

The discipline promotes the effective and ethical practice of human communication

(National communication Association, 2016)

In this study, communication referred to the field of study under which courses

offered at WVSU COC fall and which are being promoted in the promotional video.

Cost - is a value of money that has been used up to produce something, and hence it is

not available to use anymore (wikipedia.com, 2016).

In this study, cost referred to the price paid for the materials and services needed in the

making of the promotional video of the DUL-IL-LAN Foundation, Inc.

Craniofacial - an adjective referring to the parts of the head enclosing the brain and the

face (Wikipedia.com, 2016).

In this study, craniofacial referred to the health related problem which DUL-IL-

LAN Foundation, Inc. are in concern.

DUL-LI-LAN – Dul-onggan, Il-ong, Tutun-lan

 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

In this study, DUL-IL-LAN referred to the precise parts of the body specifically

the face that the foundation specializes to aid and fix.

DUL-LI-LAN Foundation, Inc.– is a group of otolaryngologists (Medical doctors whose

medical specialty is concerned with the ear, nose and throat) and concerned citizens who

organize themselves into a non-stock, non-profit organization.

In this study, DUL-IL-LAN Foundation, Inc. referred to a group of otolaryngologists

and concerned citizens who organized themselves into a non-stock, non-profit

organization.

Editing – is making changes especially to a written document that improve the finished

product (vocabulary.com, 2016).

In this study, editing referred to the rearranging of footages and choosing the best

shots, music, and sound effects to come up with that results.

Message – is the meaning content or subject matter – that is, the encoded idea

or content the communicator wishes to convey (Cleary, et. al., 2004).

In this study, message referred to the content of the promotional video about

the DUL-IL-LAN Foundation, Inc.

Music score – is the created structural rhythm and stimulation of the natural

responses, both of which greatly enhance and reinforce the effect of the image (Boggs

and Petrie, 2008).

 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

In this study, music score referred to the music used to enhance certain

scenes, as a part of video production.

NGO – Non-Government Organization is a non-profit, voluntary citizens' group which is

organized on a local, national or international level (ngo.org, 2016)

Overall impact – is the total effect produced by an outcome of something to the

receiver (Overall Impact VS Significance, 2016).

In this study, overall impact referred to the appeal of the promotional video

campaign I totality. It is dependent on the message, sound, editing, and videography of

the promotional video.

Production - the action of making or manufacturing from components or raw materials, or

the process of being so manufactured (Wikipedia.com, 2016).

In this study, production referred to the activities like scriptwriting, shooting, and

editing of the video production.

Promotional video – is a marketing and sales tool designed to introduce or

educate consumers about a particular product, cost, or organization (Tatum, 2016).

In this study, promotional video referred to the video material that would be

produced for the DUL-IL-LAN Foundation, Inc.

Sound - vibrations that travel through the air or another medium and can be heard

when they reach a person's or animal's ear (Wikipedia.com, 2016).

 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

10

In this study, sound referred to all narrative, music, sound effects, and voice

over used in the video production.

Videography – is the art or practice of using video camera to make films or

programs; it refers to the process of capturing moving images on electronic media (Lim,

2000).

Delimitation of the Study

This research aim to report on the procedures and evaluation involved in the

production of the promotional video, DUL-IL-LAN Foundation, Inc.

It further aim to assess the merits of the promotional video in terms of message,

music score, editing, videography, sound and over-all impact.

This study employed descriptive research.

The subject of the study is the procedures involved in the production of the

promotional video.

The study was done in the first and second semesters of the Academic Year

2017 – 2018 at the WVSU College of Communication.

The production of the promotional video utilized various materials such as DSLR

Camera and tripod for the video equipment; laptop and video editor for editing

equipment; memory card and flash drives for storage; earphones and android phones
 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

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for audio equipment; and, DVD, DVD Case and CD Burner for the reproduction fo the

promotional video.

Researchers gathered information and knowledge from the internet, books, West

Visayas State University College of Communication Media Library, Central Philippine

University Library, University of the Philippines – Miag ao Campus University Library,

Incorporators, Members, Beneficiaries and Stakeholders of the DUL-IL-LAN Foundation,

Inc.

The sources of data for the assessment of this promotional video was obtained

using an evaluation form that was adopted from the study of Camag, et al. entitled

Production and Evaluation of a Promotional Video for the College of Mass

Communications in West Visayas State University, done in 2012.

The researchers used Financial Log and Researchers’ Journal to gather data on

the production value of the promotional video and problem encountered by the

researchers during the conduct of the study.

The promotional video was evaluated by pre-validators who are experts in video

production.

Qualitative means were used to analyze the qualitative data.

Statistical data from the jurors’ evaluation were analyzed using of means and

ranks.
 West Visayas State University
COLLEGE OF COMMUNICATION
Iloilo City

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