BIBLIOGRAPHY LUGARES, ANNA FE B. APRIL...
BIBLIOGRAPHY
LUGARES, ANNA FE B. APRIL 2012. Production and Evaluation of the Northern
Philippine Root Crops Research and Training Center Promotional Video. Benguet State
University, La Trinidad, Benguet.
Adviser: Christine Grace B. Sidchogan, MDC
ABSTRACT
The study was conducted to produce and evaluate a video as promotional material
for the Northern Philippine Root Crop Research and Training Center. Specifically, the
study aimed to determine socio-demographic profile of the respondents; produce a
promotional video; determine the ratings of the respondents towards the promotional video
in terms of video quality, audio quality, content and typography; determine the
comprehensibility of the promotional video; determine the perceived importance of the
promotional video according to the respondents; and determine the suggestions of the
respondents to improve the promotional video.
There were 50 respondents and were randomly selected from the farmers of the
different parts of Northern Luzon and some students from the different schools in La
Trinidad, Benguet. The study was conducted on December 2011 to February 2012.
The produced video has a running time of five minutes and forty seconds. It shows
the brief history of the center, VMGO, programs, projects and activities, organizational
structure, awards and recognitions, functions, and the technical services offered by the
center.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Results showed that rating of the produced promotional video is good in terms of
its video quality, audio quality, content and typography.
Suggestions that were gathered to improve the produced promotional video is to
improve clarity, stability and slow the pacing of some pictures use voice variety and
intensify the narration to stress important points, add some examples on the content
particularly on the technical services and add some effects and transitions.
The study recommends a promotional video to be produced by research and training
centers to inform the public about their mandates and services, evaluation of promotional
video by the people who have minimal idea about an organization and impact evaluation
of the promotional video by other researchers.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
Table 2 shows the characteristics of the 50 purposively chosen respondents based
on their profile in terms of their age, sex, civil status, educational attainment and
occupation.
Out of 50 respondents, 78% of them belonged to age bracket 15-22, 14% belonged
to 23-30 and 8% belonged to 31-38. Most of them were female with 64%, single with a
total of 90%.
For the educational attainment, most of them were on the college level (74%). This
implies that they are literate enough to understand and read English language. In terms of
occupation, most of them were students (70%) and the rest were farmers, government
employees and housekeepers.
There were more than half of them who came from the different municipalities of
Benguet and the rest were from the different parts of Northern Luzon.
Production of the Promotional Video
The production process followed the usual structure of producing information
materials. Since there is already a leaflet about NPRCRTC, the researcher used this as basis
in coming up with the script. Additional information were supplied by the NPRCRTC staff.
When the prototype of the promotional video was produced, a pre-testing was done
with the ten staff of the Center.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
A pre-testing is needed for the material to be improved incorporating the
suggestions on its evaluation. This corroborates to the study of Bassete (2004) as cited by
Sidchogan (2011) that
Table 2. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY (n=50) PERCENTAGE
Age
15-22
39
78
23-30
7
14
31-38
4
8
TOTAL
50
100
Sex
Male
18
36
Female
32
64
TOTAL
50
100
Civil Status Single
45
90
Married
5
10
TOTAL
50
100
Educational Elementary Graduate
0
0
Attainment High School Graduate
1
2
College Graduate
12
24
College Level
1st
6
12
2nd
30
60
3rd
1
2
4th
0
0
TOTAL
50
100
Occupation Student
35
70
Farmer
5
10
Housekeeper
2
4
Government Employee
8
16
TOTAL
50
100
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
before finalizing any communication material, it is important to conduct pre-testing to
improve the material. The pre-test results are shown below.
Video Quality. When it comes to the video quality, they suggested that some unclear
video footage should be re-shot. They further suggested that some pictures, especially those
old pictures, should be enhanced so that these will convey clear information.
Audio Quality. In terms of audio quality, they suggested that the narrator’s voice
should be enhanced because it appeared to be monotonous, and important words were not
emphasized. The background music should also be changed into a livelier, more upbeat
one. The omission of sound effects was also suggested.
Content. For the content, they suggested that the sequence of the video footages
and pictures should follow how information was arranged in the leaflet. The addition of
the awards and recognitions, and organizational chart of the center was also suggested. The
addition of pictures of the five technical sections of the center and the Benguet State
University were also suggested. They also suggested put more video footages/pictures
showing the activities of each section.
Typography. For the typography, they suggested to lessen the effects and
animations to make the material simpler or formal.
The produced promotional video has a running time of five minutes and forty
seconds. The contents of the promotional video were the brief history of the center, vision,
mission, goals and objectives, functions, current organizational chart, programs, projects
and activities of the center and the technical services they offer.
Photos and videos were taken by the researcher to be used in order to supplement
the narration of the promotional video. Male voice was chosen for the narration. The font
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
style of the subtitles of the video is Arial with varying sizes. Appendix D shows the script
of the promotional video.
Ratings of the Respondents on the
Promotional Video
Tables 4,5,6,7 and 8 show the ratings of the respondents on the promotional video
for NPRCRTC. The elements that were considered in evaluating the promotional video
were video quality, audio quality (narration and background music), content and
typography.
Video Quality
Table 3 presents the respondents’ rating on the criteria of video quality. There were
four (4) criteria used in evaluating the video quality. These were clarity, creativity, stability
and composition.
Clarity. In this criterion, the clarity of video clips or pictures were what the
respondents evaluated. The highest rating generated in this area is “very good” with a
percentage of forty six percent (46%).
Almost half of the respondents claimed that the pictures and video footages were
clear and detailed enough. However, one respondent suggested to the make the other
pictures on some slides clearer. This relates to the study of Egsan (2009) that elements of
photographs must not be complicated for the viewers not to be confused on what
information it would like to show.
Creativity. This is another important part of a video element that must be observed
since pictures and video footages show what a narration tells. This relates to the study of
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Michaels (2008) as cited by Egsan (2009) that the more creative or rich the idea of pictures
and video shown to your viewers are, the more convincing and attractive then it becomes.
Table 3. Respondents’ rating on video quality
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Clarity
18
46
26
10
100
Creativity
16
48
32
4
100
Stability
18
42
34
6
100
Composition
22
48
28
2
100
All in all, in this criterion, 48% of the respondents rated it “very good” and only
4% rated it “fair”. Such imply that resourcefulness and imagination were used in shooting
the video footages and pictures.
Stability. Based on the results, 42% rated it “very good” while 32% rated it good.
These imply that the pictures and video footages were steady, thus not irritating the eyes
of the viewers. This corroborates the study of Sherwood (2011) that if video clips are shaky
it will result to significantly lower production quality than stabilized footage and audience
would be upset.
Composition. For this criterion, 48% of the respondents rated it “very good”, while
28% rated it “good”. Such imply that pictures were composed of different information
regarding the promotion of the different services and programs of the center. This relates
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
to the study of Mannheim (2004) as cited by Dango (2009) that photographs should have
different compositions and be well organized so that it would contribute to your message.
Also, such imply that almost half of the respondents were satisfied with how the
videos were arranged in a logical order. The pictures and video footages helped them
analyze and understand more the message depicted in the promotional video. This
corroborates the statements of Peake and Petersen (1989) that visuals should contain more
messages that when the viewers emphasized about its different specific idea would easily
absorb the idea contained therein quickly.
In general, the video was pleasant because the videos and pictures shown in the
material strengthened the text and narrative description of NPRCRTC.
Audio Quality
Audio quality is the degree of accuracy with which a device records and produces
the original sound waves recorded. For this study, the background music and voice
over/narration were subjected to evaluation. There were six (6) criteria evaluated by the
respondents under these two aspects of audio quality.
Background music. This is one video element that gives life to a video. It
sometimes
Table 4. Respondents’ ratings on the background music
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Appropriateness
20
50
24
6
100
Volume
28
40
30
2
100
Clarity
14
62
22
2
100
Timing
24
50
18
8
100
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
affects the disposition of the potential consumer of a product or service. It also influences
the consumers when the appeal is emotional or simple Seidman (1981) as cited by
Francisco (2010). This criterion was evaluated in terms of appropriateness, volume, clarity,
and timing.
In terms of appropriateness of background music, fifty percent (50%) of the
respondents rated it “very good” and 20% rated it “excellent”. The findings imply that the
upbeat instrumental background music is fitting for half of the respondents.
The results support the study of Feller (1992) as cited by Caligtan (2008) that music
and sound effects should contribute to the meaning and message of the video.
In terms of the volume of background music, 40% of the respondents rated it “very
good” and twenty eight percent (28%) rated it “good”. According to some respondents, the
background music is good enough and did not clash with the narration.
However, some respondents suggested making the volume of background music
stable to satisfy the viewer’s emotion upon viewing it. This relates to the study of Kellaris,
Anthony and Cox (1993) that background music contributes to the emotional feelings of
the viewers, it is also important to consider music’s impact on message reception and
processing.
The clarity of the background music received the highest percentage rating of 62%,
which is “very good”. This implies that more than half of the respondents perceived that
the background music was clear and crisp. A respondent said that when she was watching
the video, she was entertained by the background music of the video because it was clear.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
In terms of timing, half (50%) of the respondents rated the timing of the background
music “very good”, 20% rated it excellent and 18% rated it “good”. Such imply that the
coordination of the background music in the promotional video
Voice over/Narration. This aspect was evaluated in terms of appropriateness,
volume, clarity, message delivery and pitch.
In terms of appropriateness, 42% of the respondents rated the voices of the narrators
“very good” and 24% rated it “excellent”. The results imply that the voices were
appropriate to such material. One respondent said that the narrators’ voices were credible
enough to support the overall message of the material.
This corroborates with the study of Levison (1996) that narration helps in
assimilating information of an audio visual material.
Table 5. Respondents’ ratings on the voice over or narration
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Appropriateness
18
42
36
4
100
Volume of Voice
24
40
30
6
100
Clarity of Voice
22
42
30
6
100
Message Delivery
26
48
22
4
100
Pitch
22
42
32
4
100
Timing
22
48
26
4
100
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
However, one respondent commented that the voices were monotonous.
When it comes to the volume of the voice, 40% of the respondents rated it “very
good”, while 30% rated it “good”. These imply that the loudness of the narration is just
suitable for the respondents to hear it clearly.
One of the respondents also pointed out that the narrators’ voices stressed important
points that resulted to good quality. This is related to the study of Minnick (1989) as cited
by Francisco (2010) that voice quality should modulate with the script and be enthusiastic.
She also added that variety in narration is achieved of one voice if one voice introduces
and summarizes the program and a different voice explains the content of the module.
For the clarity of the narration, 42% of the respondents rated this as “very good”
and twenty two percent (22%) rated it “good”. However, one of the respondents suggested
that the narrators should improve their diction and pronounce words properly. This relates
to the study of Harrington (1999) that coaching or making slight adjustments to pacing and
intonation of your voice talent is an important way on how you specifically want the
narration to be read so that the narration will sound more convincing and sincere, and the
audience will pay closer attention.
In terms of message delivery, 48% of the respondents rated it “very good”.
However, one respondent commented that the delivery of the male narrator is too fast.
Other respondents also similarly commented that due to the fast delivery of message, they
got confused in some parts of the video.
For the pitch, 42% rated it “very good” and 32% rated it “good”. These imply that
improvements on the pitch of narration must be considered. This agrees with the comment
of one of the respondent that the narrator’s voice was not stable in terms of pitch. She
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
elaborated by saying that “yung sound waves ay lumalakas at humihina, may time na
stable, may time na hindi, (The sound waves go high and low and there is no stability of
pitch).
In terms of timing, 48% of the respondents rated it very good. Some respondents
said that is the narrators’ voices matched the captions and pictures in the promotional video.
One respondent, Lovely May Cortez said that “okay lang yung timing kasi yung
narration ay sumasabay sa pag appear ng graphics sa video” (The timing is okay because
the narration goes along with the appearance of the graphics on the video). This relates to
the study of Harrington (1999) that good pacing is a balancing act between narration and
visuals that is why it is important to get accurate time estimates by actually saying the
words, rather than reading them.
Content
Table 6 shows the rating of the respondents on the content of the material. It was
evaluated in terms of comprehensibility and conciseness, organization, significance and
clarity in purpose.
Comprehensibility and conciseness. Fifty-four percent (54%) rated the content
“very good” and 28% rated it “excellent”. One respondent stated that “I have learned their
functions, programs and services, also, the products and technical sections of the center;
they contribute much to the root crop industry and I know that it helps in the improvement
of productivity and utilization of root crops.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Table 6. Respondents’ ratings on the content
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Comprehensibility
28
54
14
4
100
and Conciseness
Organization
28
52
26
4
100
Significance
30
48
22
0
100
Clarity of purpose
30
50
18
2
100
Another also said that “ I’ve known that root crops has lots of benefits and task to
our root crop industry in the side of agriculture, it could also contribute much to healthy
products from root crops and because it is very organic.”
Organization. More than half of the respondents (52%) rated the organization of
the content “very good” and four percent (4%) rated it “fair”. After the pre-test of the
promotional video, the staff of the center advised the researcher to follow the format of the
brochure like for example placing the VMGO of the center in the first part because this is
the common format people would want to know and in this way it will be organized.
Significance. In this criterion, forty eight percent (48%) rated it “good” and thirty
percent (30%) rated it “excellent”. This implies that the significance of the promotional
video is that it helped the viewers’ learn about the functions of root crops.
This strengthens the comment of Greffin Blake, a second year student of Benguet
State University who said that ” Nalaman ko na kung anong ginagawa nila sa center na
yun, kasi palagi kong nakikita and building na ito pero hindi ko alam kung ano ang meron
doon.” (I have learned what they are doing in that center, because I always see this building
but I do not know what is all about it).
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Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Clarity of purpose. In this criterion, fifty percent (50%) rated it “good” and thirty
percent rated it “excellent” (30%). The purpose of the researcher was to introduce and
promote the Northern Philippine Root Crops Research to the audiences who have no
knowledge about it. It helped them know about its functions in the root crop industry.
This correlates to the comment of one of the respondents almost all of the
respondents Mr. Janilo Baiwes, that the content of the video is well knowledgeable and
just to add some examples on the technical sections offered by the center. He also added
that the content is good, simple and brief and they learned about what the center is tasked
to in the root crop industry.
Typography
Typography (Table 7) is the arrangement and appearance of printed matter. This
usually includes the appropriateness of font style, font size, font color, subtitles and
captions, also, the video effects and transitions.
There were three (3) criteria that were rated in this aspect.
Table 7. Respondents’ ratings on the typography
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Appropriateness of Font Style and Size
32
48
20
0
100
Clear Subtitles & Captions
36
40
22
2
100
Appropriate Effects & Animations
26
42
30
2
100
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Appropriateness of Font Style and Size. Forty eight percent (48%) of the
respondents rated it “good” and thirty two percent (32%) rated it “excellent”.
The Font style and size used in the subtitles, titles and captions of the promotional
video was Arial with a size of 24 and 40 on the title.
Based on the evaluation of the respondents, one of them said that it is readable and
big enough that it contrasted with its background and supported the narration of the
promotional video. This supports the study of Nocera (2010) that text adds explanations if
the concept needs reiteration or clarification, but try to keep it simple.
Clear subtitles and captions. This was rated “very good” with a percentage of forty
percent (40%) and these were effective in a way that it met its simplicity in order for the
audience to read and understand the message clearly. This strengthens the study of
Francisco (2010) as cited by Jonassen (1992) that a text is a medium of communication
that at its simplest, it is processed by which an author communicates a message to a reader
Appropriate effects and animations. Although the rating was “very good” with forty
two percent (42%), some of the respondents suggested to add some effects and transitions
of the pictures to make the promotional attractive. The video only used several effects in
order to meet the simplicity style of the promotional video.
Overall Rating of the Promotional Video
Table 8 shows the overall rating of the promotional video. The mean for each
criterion were taken. Mean of 1 to 1.99 is equivalent to P (Poor), 2 to 2.99 is equivalent to
F (Fair), mean of 3 to 3.99 is equivalent to G (Good), mean of 4 to 4.99 is equivalent to
VG (Very good), and mean of 5 to 5.99 is equivalent to E (Excellent).
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
The result of the overall rating of the promotional video was good with a mean of
3.89. Content has the highest rate of 4.09 which was very good and voice over or narration
had the least with a mean of 3.72 which was good.
Based on the results, each criterion on each of the elements needs to be improved
especially on the slowing down of the pacing of the transition, varying voices and stressing
important points in the audio quality and putting some examples on the content in order to
meet the satisfaction of the audience.
Table 8. Overall rating of the produce promotional video
TOTAL
OVER
ALL DESCRIPTIVE
RATING
RATING
Video quality and pictures
3.77
Good
Background music
3.85
Good
Voice over or narration
3.72
Good
Content
4.09
Very good
Typography
4.03
Very good
TOTAL
3.89
GOOD
Respondents’ Perceived Importance on the
Promotional Video of the Center
A promotional video is the easy way of introducing a certain product, institution or
in any services is publicized. It is a powerful promotional tool. It has a multitude of
applications, and is a must of increasing awareness; promote a product, a service, or a
company itself (DASHBOARD, 2005).
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
The respondents in the study provided varying responses after viewing the
produced promotional video.
One of the respondents said that, “as we are considered to be an agricultural
country, the video helps the viewers to understand the utilization process and methods in
managing root crops and it served as an eye opener to some of the students and farmers
who do not have knowledge about the activities of the center. It summarized here that
promotional video raised the profile of the center to its audience and increased customers
knowledge about the center.
Another respondent said that, “it promotes the center and the activities that they are
doing”. This relates to the statement of Selic (2010) that a promotional video should be the
engaging experience drawing viewers in and it can help you build client loyalty, promote
your message, clearly communicate to customers and society at large.
Almost half of the respondents also said that the promotional video helped the
center to advertise its products, activities and services by attracting people or buyers.
According to one of the respondents, one advantage of the promotional video is that it is
the best visual aid for the center to promote products that are being produced. This relates
to another comment of one of the respondent that “it is an easy way to impart information
about the center to the people.
John Martin Castor, one of the respondents, said that “makakatulong ito sa reporter
or staff ng center na mamaximize ang time sa pagbabahagi ng information tungkol dito”.
(This can help the reporter or staff of the center to maximize time in sharing the information
about the center”. This relates to the study of Schimpff (2011) that a short video of only a
Production and Evaluation of the Northern Philippine Root Crops Research and Training
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minute or two in length can sum up everything you would want to a potential client or
customer to know about your company.
Another respondent also related that “malaking tulong ito sa mga visitors,
researchers, and other people to visualize kung ano ang mga dapat malaman sa center,
malaking tulong para makuha agad and idea na gustong ipahatid o ibahagi ng center or
researcher”. (It is a big help for the visitors, researchers and other people to visualize if
what is to be earned about the center, it is also a big help to easily clutch the idea that the
researcher or the center wanted to share).
Based on the overall summary of the evaluation of the fifty respondents, the
importance therefore of the produced promotional video is that it motivates, promotes,
introduce and educate viewers and or consumers about its particular product, services and
activities done by the center in the root crop industry.
Respondents’ Suggestions to Improve the
Promotional Video
Suggestions were solicited by the researcher for the improvement of the
promotional video.
In terms of video quality, the main comment of the respondents was the fast
transition of the pictures, and they suggested to slow its pace in order for them to absorb
the message of the picture, also, improvements of the clarity and stability were raised in
order to meet the audience’ preferences. This corroborates the findings of Feazel (n.d.) that
the conservative movements of images run smoothly to audience or viewer’s eye, in that
way, they absorb the message easily.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
In terms of audio quality, there were two elements that were rated by the
respondents.
On the background music, some of the respondents suggested to lower its volume and to
improve its timing to match with the narration and the pictures of the promotional video.
This relates to the study of Tabing and Osalla (2001) that using techniques in fading in and
out and sneaking in and out of music will improve the use timing and accuracy of
background music.
When it comes to narration, they suggested to use voice variation and to intensify
voices to stress important points. Also, they suggested improving the volume of voice to
match each variation of voice. This corroborates the study of Tabing and Osalla (2001) that
a good narrator can improve his performance by varying his tone and pitch. The moving
of voice pitch from low to high or vice versa will better convey to color and emotion, thus,
he must have the ability of demonstrating good speech, correct grammar and correct
pronunciation.
In terms of content, they added that there should be a ‘convincing’ element to
persuade the viewers in availing of their services. To achieve this, some suggested adding
more video footage or pictures on the services of the center. This corroborates to the study
of Selic (2010) that even many people prefer to watch a video than read. Although the
written word can be highly effective; image, speech and even the captions utilized together
can impact on the viewer more dramatically than the written word alone.
When it comes to typography, the main suggestion was to add more effects and
transitions for the video to become more creative and pleasing to the eye of the audience.
Special effects and Transitions are used for making a point, and should blend in with the
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
main theme of the video. It helps viewers see the unseen, visualize the invisible, hide the
overpowering, and focus on the little object no one ever bothered about. However, it is
important to add special effects and transitions only when they are of value to your project
Deskshare (n.d.)
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study aimed to produce and evaluate a promotional material of the Northern
Philippine Root Crops Research and Training Center. Specific objectives of this study are
to: to produce and evaluate a promotional video of the Northern Philippine Root Crops
Research and Training Center. Specifically, it aimed to: determine socio-demographic
profile of the respondents; produce a promotional video; determine the ratings of the
respondents towards the promotional video in terms of video quality, audio quality, content
and typography; determine the perceived importance of the promotional video according
to the respondents; and determine the suggestions of the respondents to improve the
promotional video.
There were 50 respondents of the study for the evaluation of the produced
promotional video. Respondents were students, government employees, farmers, and
housekeepers.
The study was conducted in Northern Philippine Root Crops Research and Training
Center, Km 6, La Trinidad, Benguet. Data were analyzed using descriptive statistics such
as percentage, frequency, ranking and mean.
The produced video has a running time of five minutes and forty seconds. It shows
the brief history of the center, VMGO, programs, projects and activities, organizational
structure, awards and recognitions, functions, and the technical services offered by the
center.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Results showed that rating of the produced promotional video is good in terms of
its video quality, audio quality, content and typography. The produced promotional video
could be understood by those who accomplished their secondary level of education.
Suggestions that were gathered to improve the produced promotional video is to
improve clarity, stability and slow the pacing of some pictures use voice variety and
intensify the narration to stress important points, add some examples on the content
particularly on the technical services and add some effects and transitions.
Conclusions
Based on the results, the following conclusions were derived:
1. The study reiterates that the production of information material is important in
promoting the services and mandates of a research and training center;
2. Pre-test by experts and post-evaluation by representatives of the target audience
increased the effectiveness of the promotional video.
3.
The promotional video, known by its capability to put across a message with
the combination of audio and visual media, was effective in promoting NPRCRTC’s
services and mandates;
Recommendations
1. Production of information materials may be considered by other
research and training centers to inform the public about their services and
mandates.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
2. Evaluation of promotional video may be done by people who have
minimal idea about an organization.
3. Promotional video, although limited by its length, is recommended
to be produced by research and training centers to inform the public about their
mandates and services.
4. Impact evaluation of the promotional video may be considered by other
researchers.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
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Production and Evaluation of the Northern Philippine Root Crops Research and Training
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Technologies to Farmers in Alilem, Ilocus Sur. MS Thesis. BSU, La
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Communication Materials Volume 2. University of the Philippines. Open
University CP, Garcia Avenue, Diliman, Quezon City. P.70
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PEAKE J. and PETERSEN C.A.T. 1989. Complete Audio Visual Guide for
Teachers & Media Specialist. Parker Publishing Company. New York.P.17
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Ministry in Bauko, Mt. Province. MS Thesis. Benguet State University, La
Trinidad, Benguet. P. 19.
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promotional-videos-to-your-smb/
SELIC M. G. 2010.Great Advantages of Using A Promotional Video For Your
Business.
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a-promotional-video-for-your-business.html
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Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
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Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
LUGARES, ANNA FE B. APRIL 2012. Production and Evaluation of the Northern
Philippine Root Crops Research and Training Center Promotional Video. Benguet State
University, La Trinidad, Benguet.
Adviser: Christine Grace B. Sidchogan, MDC
ABSTRACT
The study was conducted to produce and evaluate a video as promotional material
for the Northern Philippine Root Crop Research and Training Center. Specifically, the
study aimed to determine socio-demographic profile of the respondents; produce a
promotional video; determine the ratings of the respondents towards the promotional video
in terms of video quality, audio quality, content and typography; determine the
comprehensibility of the promotional video; determine the perceived importance of the
promotional video according to the respondents; and determine the suggestions of the
respondents to improve the promotional video.
There were 50 respondents and were randomly selected from the farmers of the
different parts of Northern Luzon and some students from the different schools in La
Trinidad, Benguet. The study was conducted on December 2011 to February 2012.
The produced video has a running time of five minutes and forty seconds. It shows
the brief history of the center, VMGO, programs, projects and activities, organizational
structure, awards and recognitions, functions, and the technical services offered by the
center.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Results showed that rating of the produced promotional video is good in terms of
its video quality, audio quality, content and typography.
Suggestions that were gathered to improve the produced promotional video is to
improve clarity, stability and slow the pacing of some pictures use voice variety and
intensify the narration to stress important points, add some examples on the content
particularly on the technical services and add some effects and transitions.
The study recommends a promotional video to be produced by research and training
centers to inform the public about their mandates and services, evaluation of promotional
video by the people who have minimal idea about an organization and impact evaluation
of the promotional video by other researchers.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
Table 2 shows the characteristics of the 50 purposively chosen respondents based
on their profile in terms of their age, sex, civil status, educational attainment and
occupation.
Out of 50 respondents, 78% of them belonged to age bracket 15-22, 14% belonged
to 23-30 and 8% belonged to 31-38. Most of them were female with 64%, single with a
total of 90%.
For the educational attainment, most of them were on the college level (74%). This
implies that they are literate enough to understand and read English language. In terms of
occupation, most of them were students (70%) and the rest were farmers, government
employees and housekeepers.
There were more than half of them who came from the different municipalities of
Benguet and the rest were from the different parts of Northern Luzon.
Production of the Promotional Video
The production process followed the usual structure of producing information
materials. Since there is already a leaflet about NPRCRTC, the researcher used this as basis
in coming up with the script. Additional information were supplied by the NPRCRTC staff.
When the prototype of the promotional video was produced, a pre-testing was done
with the ten staff of the Center.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
A pre-testing is needed for the material to be improved incorporating the
suggestions on its evaluation. This corroborates to the study of Bassete (2004) as cited by
Sidchogan (2011) that
Table 2. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY (n=50) PERCENTAGE
Age
15-22
39
78
23-30
7
14
31-38
4
8
TOTAL
50
100
Sex
Male
18
36
Female
32
64
TOTAL
50
100
Civil Status Single
45
90
Married
5
10
TOTAL
50
100
Educational Elementary Graduate
0
0
Attainment High School Graduate
1
2
College Graduate
12
24
College Level
1st
6
12
2nd
30
60
3rd
1
2
4th
0
0
TOTAL
50
100
Occupation Student
35
70
Farmer
5
10
Housekeeper
2
4
Government Employee
8
16
TOTAL
50
100
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
before finalizing any communication material, it is important to conduct pre-testing to
improve the material. The pre-test results are shown below.
Video Quality. When it comes to the video quality, they suggested that some unclear
video footage should be re-shot. They further suggested that some pictures, especially those
old pictures, should be enhanced so that these will convey clear information.
Audio Quality. In terms of audio quality, they suggested that the narrator’s voice
should be enhanced because it appeared to be monotonous, and important words were not
emphasized. The background music should also be changed into a livelier, more upbeat
one. The omission of sound effects was also suggested.
Content. For the content, they suggested that the sequence of the video footages
and pictures should follow how information was arranged in the leaflet. The addition of
the awards and recognitions, and organizational chart of the center was also suggested. The
addition of pictures of the five technical sections of the center and the Benguet State
University were also suggested. They also suggested put more video footages/pictures
showing the activities of each section.
Typography. For the typography, they suggested to lessen the effects and
animations to make the material simpler or formal.
The produced promotional video has a running time of five minutes and forty
seconds. The contents of the promotional video were the brief history of the center, vision,
mission, goals and objectives, functions, current organizational chart, programs, projects
and activities of the center and the technical services they offer.
Photos and videos were taken by the researcher to be used in order to supplement
the narration of the promotional video. Male voice was chosen for the narration. The font
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
style of the subtitles of the video is Arial with varying sizes. Appendix D shows the script
of the promotional video.
Ratings of the Respondents on the
Promotional Video
Tables 4,5,6,7 and 8 show the ratings of the respondents on the promotional video
for NPRCRTC. The elements that were considered in evaluating the promotional video
were video quality, audio quality (narration and background music), content and
typography.
Video Quality
Table 3 presents the respondents’ rating on the criteria of video quality. There were
four (4) criteria used in evaluating the video quality. These were clarity, creativity, stability
and composition.
Clarity. In this criterion, the clarity of video clips or pictures were what the
respondents evaluated. The highest rating generated in this area is “very good” with a
percentage of forty six percent (46%).
Almost half of the respondents claimed that the pictures and video footages were
clear and detailed enough. However, one respondent suggested to the make the other
pictures on some slides clearer. This relates to the study of Egsan (2009) that elements of
photographs must not be complicated for the viewers not to be confused on what
information it would like to show.
Creativity. This is another important part of a video element that must be observed
since pictures and video footages show what a narration tells. This relates to the study of
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Michaels (2008) as cited by Egsan (2009) that the more creative or rich the idea of pictures
and video shown to your viewers are, the more convincing and attractive then it becomes.
Table 3. Respondents’ rating on video quality
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Clarity
18
46
26
10
100
Creativity
16
48
32
4
100
Stability
18
42
34
6
100
Composition
22
48
28
2
100
All in all, in this criterion, 48% of the respondents rated it “very good” and only
4% rated it “fair”. Such imply that resourcefulness and imagination were used in shooting
the video footages and pictures.
Stability. Based on the results, 42% rated it “very good” while 32% rated it good.
These imply that the pictures and video footages were steady, thus not irritating the eyes
of the viewers. This corroborates the study of Sherwood (2011) that if video clips are shaky
it will result to significantly lower production quality than stabilized footage and audience
would be upset.
Composition. For this criterion, 48% of the respondents rated it “very good”, while
28% rated it “good”. Such imply that pictures were composed of different information
regarding the promotion of the different services and programs of the center. This relates
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
to the study of Mannheim (2004) as cited by Dango (2009) that photographs should have
different compositions and be well organized so that it would contribute to your message.
Also, such imply that almost half of the respondents were satisfied with how the
videos were arranged in a logical order. The pictures and video footages helped them
analyze and understand more the message depicted in the promotional video. This
corroborates the statements of Peake and Petersen (1989) that visuals should contain more
messages that when the viewers emphasized about its different specific idea would easily
absorb the idea contained therein quickly.
In general, the video was pleasant because the videos and pictures shown in the
material strengthened the text and narrative description of NPRCRTC.
Audio Quality
Audio quality is the degree of accuracy with which a device records and produces
the original sound waves recorded. For this study, the background music and voice
over/narration were subjected to evaluation. There were six (6) criteria evaluated by the
respondents under these two aspects of audio quality.
Background music. This is one video element that gives life to a video. It
sometimes
Table 4. Respondents’ ratings on the background music
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Appropriateness
20
50
24
6
100
Volume
28
40
30
2
100
Clarity
14
62
22
2
100
Timing
24
50
18
8
100
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
affects the disposition of the potential consumer of a product or service. It also influences
the consumers when the appeal is emotional or simple Seidman (1981) as cited by
Francisco (2010). This criterion was evaluated in terms of appropriateness, volume, clarity,
and timing.
In terms of appropriateness of background music, fifty percent (50%) of the
respondents rated it “very good” and 20% rated it “excellent”. The findings imply that the
upbeat instrumental background music is fitting for half of the respondents.
The results support the study of Feller (1992) as cited by Caligtan (2008) that music
and sound effects should contribute to the meaning and message of the video.
In terms of the volume of background music, 40% of the respondents rated it “very
good” and twenty eight percent (28%) rated it “good”. According to some respondents, the
background music is good enough and did not clash with the narration.
However, some respondents suggested making the volume of background music
stable to satisfy the viewer’s emotion upon viewing it. This relates to the study of Kellaris,
Anthony and Cox (1993) that background music contributes to the emotional feelings of
the viewers, it is also important to consider music’s impact on message reception and
processing.
The clarity of the background music received the highest percentage rating of 62%,
which is “very good”. This implies that more than half of the respondents perceived that
the background music was clear and crisp. A respondent said that when she was watching
the video, she was entertained by the background music of the video because it was clear.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
In terms of timing, half (50%) of the respondents rated the timing of the background
music “very good”, 20% rated it excellent and 18% rated it “good”. Such imply that the
coordination of the background music in the promotional video
Voice over/Narration. This aspect was evaluated in terms of appropriateness,
volume, clarity, message delivery and pitch.
In terms of appropriateness, 42% of the respondents rated the voices of the narrators
“very good” and 24% rated it “excellent”. The results imply that the voices were
appropriate to such material. One respondent said that the narrators’ voices were credible
enough to support the overall message of the material.
This corroborates with the study of Levison (1996) that narration helps in
assimilating information of an audio visual material.
Table 5. Respondents’ ratings on the voice over or narration
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Appropriateness
18
42
36
4
100
Volume of Voice
24
40
30
6
100
Clarity of Voice
22
42
30
6
100
Message Delivery
26
48
22
4
100
Pitch
22
42
32
4
100
Timing
22
48
26
4
100
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
However, one respondent commented that the voices were monotonous.
When it comes to the volume of the voice, 40% of the respondents rated it “very
good”, while 30% rated it “good”. These imply that the loudness of the narration is just
suitable for the respondents to hear it clearly.
One of the respondents also pointed out that the narrators’ voices stressed important
points that resulted to good quality. This is related to the study of Minnick (1989) as cited
by Francisco (2010) that voice quality should modulate with the script and be enthusiastic.
She also added that variety in narration is achieved of one voice if one voice introduces
and summarizes the program and a different voice explains the content of the module.
For the clarity of the narration, 42% of the respondents rated this as “very good”
and twenty two percent (22%) rated it “good”. However, one of the respondents suggested
that the narrators should improve their diction and pronounce words properly. This relates
to the study of Harrington (1999) that coaching or making slight adjustments to pacing and
intonation of your voice talent is an important way on how you specifically want the
narration to be read so that the narration will sound more convincing and sincere, and the
audience will pay closer attention.
In terms of message delivery, 48% of the respondents rated it “very good”.
However, one respondent commented that the delivery of the male narrator is too fast.
Other respondents also similarly commented that due to the fast delivery of message, they
got confused in some parts of the video.
For the pitch, 42% rated it “very good” and 32% rated it “good”. These imply that
improvements on the pitch of narration must be considered. This agrees with the comment
of one of the respondent that the narrator’s voice was not stable in terms of pitch. She
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
elaborated by saying that “yung sound waves ay lumalakas at humihina, may time na
stable, may time na hindi, (The sound waves go high and low and there is no stability of
pitch).
In terms of timing, 48% of the respondents rated it very good. Some respondents
said that is the narrators’ voices matched the captions and pictures in the promotional video.
One respondent, Lovely May Cortez said that “okay lang yung timing kasi yung
narration ay sumasabay sa pag appear ng graphics sa video” (The timing is okay because
the narration goes along with the appearance of the graphics on the video). This relates to
the study of Harrington (1999) that good pacing is a balancing act between narration and
visuals that is why it is important to get accurate time estimates by actually saying the
words, rather than reading them.
Content
Table 6 shows the rating of the respondents on the content of the material. It was
evaluated in terms of comprehensibility and conciseness, organization, significance and
clarity in purpose.
Comprehensibility and conciseness. Fifty-four percent (54%) rated the content
“very good” and 28% rated it “excellent”. One respondent stated that “I have learned their
functions, programs and services, also, the products and technical sections of the center;
they contribute much to the root crop industry and I know that it helps in the improvement
of productivity and utilization of root crops.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Table 6. Respondents’ ratings on the content
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Comprehensibility
28
54
14
4
100
and Conciseness
Organization
28
52
26
4
100
Significance
30
48
22
0
100
Clarity of purpose
30
50
18
2
100
Another also said that “ I’ve known that root crops has lots of benefits and task to
our root crop industry in the side of agriculture, it could also contribute much to healthy
products from root crops and because it is very organic.”
Organization. More than half of the respondents (52%) rated the organization of
the content “very good” and four percent (4%) rated it “fair”. After the pre-test of the
promotional video, the staff of the center advised the researcher to follow the format of the
brochure like for example placing the VMGO of the center in the first part because this is
the common format people would want to know and in this way it will be organized.
Significance. In this criterion, forty eight percent (48%) rated it “good” and thirty
percent (30%) rated it “excellent”. This implies that the significance of the promotional
video is that it helped the viewers’ learn about the functions of root crops.
This strengthens the comment of Greffin Blake, a second year student of Benguet
State University who said that ” Nalaman ko na kung anong ginagawa nila sa center na
yun, kasi palagi kong nakikita and building na ito pero hindi ko alam kung ano ang meron
doon.” (I have learned what they are doing in that center, because I always see this building
but I do not know what is all about it).
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Clarity of purpose. In this criterion, fifty percent (50%) rated it “good” and thirty
percent rated it “excellent” (30%). The purpose of the researcher was to introduce and
promote the Northern Philippine Root Crops Research to the audiences who have no
knowledge about it. It helped them know about its functions in the root crop industry.
This correlates to the comment of one of the respondents almost all of the
respondents Mr. Janilo Baiwes, that the content of the video is well knowledgeable and
just to add some examples on the technical sections offered by the center. He also added
that the content is good, simple and brief and they learned about what the center is tasked
to in the root crop industry.
Typography
Typography (Table 7) is the arrangement and appearance of printed matter. This
usually includes the appropriateness of font style, font size, font color, subtitles and
captions, also, the video effects and transitions.
There were three (3) criteria that were rated in this aspect.
Table 7. Respondents’ ratings on the typography
CRITERIA
RATING (in %)
Excellent Very Good Good Fair Total
Appropriateness of Font Style and Size
32
48
20
0
100
Clear Subtitles & Captions
36
40
22
2
100
Appropriate Effects & Animations
26
42
30
2
100
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Appropriateness of Font Style and Size. Forty eight percent (48%) of the
respondents rated it “good” and thirty two percent (32%) rated it “excellent”.
The Font style and size used in the subtitles, titles and captions of the promotional
video was Arial with a size of 24 and 40 on the title.
Based on the evaluation of the respondents, one of them said that it is readable and
big enough that it contrasted with its background and supported the narration of the
promotional video. This supports the study of Nocera (2010) that text adds explanations if
the concept needs reiteration or clarification, but try to keep it simple.
Clear subtitles and captions. This was rated “very good” with a percentage of forty
percent (40%) and these were effective in a way that it met its simplicity in order for the
audience to read and understand the message clearly. This strengthens the study of
Francisco (2010) as cited by Jonassen (1992) that a text is a medium of communication
that at its simplest, it is processed by which an author communicates a message to a reader
Appropriate effects and animations. Although the rating was “very good” with forty
two percent (42%), some of the respondents suggested to add some effects and transitions
of the pictures to make the promotional attractive. The video only used several effects in
order to meet the simplicity style of the promotional video.
Overall Rating of the Promotional Video
Table 8 shows the overall rating of the promotional video. The mean for each
criterion were taken. Mean of 1 to 1.99 is equivalent to P (Poor), 2 to 2.99 is equivalent to
F (Fair), mean of 3 to 3.99 is equivalent to G (Good), mean of 4 to 4.99 is equivalent to
VG (Very good), and mean of 5 to 5.99 is equivalent to E (Excellent).
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
The result of the overall rating of the promotional video was good with a mean of
3.89. Content has the highest rate of 4.09 which was very good and voice over or narration
had the least with a mean of 3.72 which was good.
Based on the results, each criterion on each of the elements needs to be improved
especially on the slowing down of the pacing of the transition, varying voices and stressing
important points in the audio quality and putting some examples on the content in order to
meet the satisfaction of the audience.
Table 8. Overall rating of the produce promotional video
TOTAL
OVER
ALL DESCRIPTIVE
RATING
RATING
Video quality and pictures
3.77
Good
Background music
3.85
Good
Voice over or narration
3.72
Good
Content
4.09
Very good
Typography
4.03
Very good
TOTAL
3.89
GOOD
Respondents’ Perceived Importance on the
Promotional Video of the Center
A promotional video is the easy way of introducing a certain product, institution or
in any services is publicized. It is a powerful promotional tool. It has a multitude of
applications, and is a must of increasing awareness; promote a product, a service, or a
company itself (DASHBOARD, 2005).
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
The respondents in the study provided varying responses after viewing the
produced promotional video.
One of the respondents said that, “as we are considered to be an agricultural
country, the video helps the viewers to understand the utilization process and methods in
managing root crops and it served as an eye opener to some of the students and farmers
who do not have knowledge about the activities of the center. It summarized here that
promotional video raised the profile of the center to its audience and increased customers
knowledge about the center.
Another respondent said that, “it promotes the center and the activities that they are
doing”. This relates to the statement of Selic (2010) that a promotional video should be the
engaging experience drawing viewers in and it can help you build client loyalty, promote
your message, clearly communicate to customers and society at large.
Almost half of the respondents also said that the promotional video helped the
center to advertise its products, activities and services by attracting people or buyers.
According to one of the respondents, one advantage of the promotional video is that it is
the best visual aid for the center to promote products that are being produced. This relates
to another comment of one of the respondent that “it is an easy way to impart information
about the center to the people.
John Martin Castor, one of the respondents, said that “makakatulong ito sa reporter
or staff ng center na mamaximize ang time sa pagbabahagi ng information tungkol dito”.
(This can help the reporter or staff of the center to maximize time in sharing the information
about the center”. This relates to the study of Schimpff (2011) that a short video of only a
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
minute or two in length can sum up everything you would want to a potential client or
customer to know about your company.
Another respondent also related that “malaking tulong ito sa mga visitors,
researchers, and other people to visualize kung ano ang mga dapat malaman sa center,
malaking tulong para makuha agad and idea na gustong ipahatid o ibahagi ng center or
researcher”. (It is a big help for the visitors, researchers and other people to visualize if
what is to be earned about the center, it is also a big help to easily clutch the idea that the
researcher or the center wanted to share).
Based on the overall summary of the evaluation of the fifty respondents, the
importance therefore of the produced promotional video is that it motivates, promotes,
introduce and educate viewers and or consumers about its particular product, services and
activities done by the center in the root crop industry.
Respondents’ Suggestions to Improve the
Promotional Video
Suggestions were solicited by the researcher for the improvement of the
promotional video.
In terms of video quality, the main comment of the respondents was the fast
transition of the pictures, and they suggested to slow its pace in order for them to absorb
the message of the picture, also, improvements of the clarity and stability were raised in
order to meet the audience’ preferences. This corroborates the findings of Feazel (n.d.) that
the conservative movements of images run smoothly to audience or viewer’s eye, in that
way, they absorb the message easily.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
In terms of audio quality, there were two elements that were rated by the
respondents.
On the background music, some of the respondents suggested to lower its volume and to
improve its timing to match with the narration and the pictures of the promotional video.
This relates to the study of Tabing and Osalla (2001) that using techniques in fading in and
out and sneaking in and out of music will improve the use timing and accuracy of
background music.
When it comes to narration, they suggested to use voice variation and to intensify
voices to stress important points. Also, they suggested improving the volume of voice to
match each variation of voice. This corroborates the study of Tabing and Osalla (2001) that
a good narrator can improve his performance by varying his tone and pitch. The moving
of voice pitch from low to high or vice versa will better convey to color and emotion, thus,
he must have the ability of demonstrating good speech, correct grammar and correct
pronunciation.
In terms of content, they added that there should be a ‘convincing’ element to
persuade the viewers in availing of their services. To achieve this, some suggested adding
more video footage or pictures on the services of the center. This corroborates to the study
of Selic (2010) that even many people prefer to watch a video than read. Although the
written word can be highly effective; image, speech and even the captions utilized together
can impact on the viewer more dramatically than the written word alone.
When it comes to typography, the main suggestion was to add more effects and
transitions for the video to become more creative and pleasing to the eye of the audience.
Special effects and Transitions are used for making a point, and should blend in with the
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
main theme of the video. It helps viewers see the unseen, visualize the invisible, hide the
overpowering, and focus on the little object no one ever bothered about. However, it is
important to add special effects and transitions only when they are of value to your project
Deskshare (n.d.)
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study aimed to produce and evaluate a promotional material of the Northern
Philippine Root Crops Research and Training Center. Specific objectives of this study are
to: to produce and evaluate a promotional video of the Northern Philippine Root Crops
Research and Training Center. Specifically, it aimed to: determine socio-demographic
profile of the respondents; produce a promotional video; determine the ratings of the
respondents towards the promotional video in terms of video quality, audio quality, content
and typography; determine the perceived importance of the promotional video according
to the respondents; and determine the suggestions of the respondents to improve the
promotional video.
There were 50 respondents of the study for the evaluation of the produced
promotional video. Respondents were students, government employees, farmers, and
housekeepers.
The study was conducted in Northern Philippine Root Crops Research and Training
Center, Km 6, La Trinidad, Benguet. Data were analyzed using descriptive statistics such
as percentage, frequency, ranking and mean.
The produced video has a running time of five minutes and forty seconds. It shows
the brief history of the center, VMGO, programs, projects and activities, organizational
structure, awards and recognitions, functions, and the technical services offered by the
center.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
Results showed that rating of the produced promotional video is good in terms of
its video quality, audio quality, content and typography. The produced promotional video
could be understood by those who accomplished their secondary level of education.
Suggestions that were gathered to improve the produced promotional video is to
improve clarity, stability and slow the pacing of some pictures use voice variety and
intensify the narration to stress important points, add some examples on the content
particularly on the technical services and add some effects and transitions.
Conclusions
Based on the results, the following conclusions were derived:
1. The study reiterates that the production of information material is important in
promoting the services and mandates of a research and training center;
2. Pre-test by experts and post-evaluation by representatives of the target audience
increased the effectiveness of the promotional video.
3.
The promotional video, known by its capability to put across a message with
the combination of audio and visual media, was effective in promoting NPRCRTC’s
services and mandates;
Recommendations
1. Production of information materials may be considered by other
research and training centers to inform the public about their services and
mandates.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
2. Evaluation of promotional video may be done by people who have
minimal idea about an organization.
3. Promotional video, although limited by its length, is recommended
to be produced by research and training centers to inform the public about their
mandates and services.
4. Impact evaluation of the promotional video may be considered by other
researchers.
Production and Evaluation of the Northern Philippine Root Crops Research and Training
Center Promotional Video | LUGARES, ANNA FE B. APRIL 2012
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