Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

This is a production-led study that uses the concept of market positioning to identify the specific target audience and create a storyboard for a promotional video of Mati City. The main objective of this study is to create a storyboard for a promotional of the city of Mati in order to help boost its economic development through the promotion of the tourist spots of the said city. Because of the limited resources, this production-led study is limited only to the pro-production phase of the promotional video. Which is making the script and the storyboard. Through the use of market positioning, this study identified the main target audience for the promotional video: the backpackers. Anthony Friedman's 7 step method in his book, Writing for Visual Media served as a guide in making the script and the storyboard of the promotional video. Herbert Zettl's book, Sight. Sound and Motion: Applied Media Aesthetics is the guide of this study in choosing the shots, effects, transitions, and sounds that will be used in the promotional video. The promotional video was divided into two parts: the adventure part and the nature part. The analysis of the tourist spots of Mati and market positioning by product users were the basic for the parts featured in the video. The promotional video also contains voice-overs, texts and sounds that would help in delivering the message of the promotional video to its intended target audiences. I used sketches in the promotional video's storyboard instead of photographs because it limits the imagination of the researcher in choosing and shooting the shots that will be included in the promotional video. Based on the result of the promotional video, I therefore conclude that one of important factors to consider when making a promotional video is identifying the target audience because this will give the maker of the video on the content and treatment of the promotional video. Planning is very important factor in creating a promotional video because these will be a guide for the maker of a video in the steps that he would follow in making the promotional video. Lack of planning may cause disorganization that would lead to an ineffective output. Based on the result of the study, I therefor recommend further studies regarding effectiveness of the promotional video. Moreover, I recommend that the video be produced by the City Tourism Office of Mati and be shown to shops that sell apparels for backpackers in order to reach their target market directly.