Video Clips as a Tool of International Promotion
Living in the digital era, people spend plenty of time surfing on the Internet in order to get informed or entertained. Communication managers and marketing specialists all over the world are aware of the fact that visual information is usually perceived better than textual information. It can be explained as follows: potential clients are reluctant to read an advertisement or announcement until the end, so they are more likely to watch than read. Thus, video hosting sites, social media and other platforms are the best instruments to reach online audience, especially if the company aims at expanding its business abroad.
Video clips, as one of communication tools, are widely used for promotion purposes, as the customer is supposed to perceive information using his/her vision and hearing abilities. However, any promotional video should be adapted to the cultural peculiarities of the target audience, as the perception of the video depends on the client's background, values, needs and expectations. So, before running a promotional campaign, it is necessary to study the customer's culture.
The present paper deals with educational marketing, and a promotional video of the master's program in Communications and International PR is taken as an example. The study has proved that people of different backgrounds and nationalities have different attitudes to the video clip. The majority of respondents noted that the video was more entertaining than promotional, as it lacked clear message. Those whose cultures were not shown in the video, admitted that the video would have been more effective, if there had been more nationalities engaged. It was also observed that people interested in video production were concerned about camera work, montage and music, because the professional approach to video making also influenced customer's perception.