THE PRODUCTION OF PROMOTIONAL VIDEO MEDIA FOR CENTRAL SI RACHA SHOPPING CENTER

Abstract

At present, social media plays a role in creating business opportunities. It is used by businesses to expand new marketing channels for building awareness, creating an image, and disseminating information in the forms of still images and moving images through social media. The purpose of this article is to study the process of producing promotional video media of Central Pattana Public Company Limited, Central Si Racha, a comprehensive shopping center. The study found that video editing today is not merely a process of arranging images and sounds in sequence, but a combination of science and art, a form of storytelling that requires specific knowledge, skills, and expertise to effectively convey messages, create impressions, and stimulate audience awareness. Content planning, technological selection, flexibility, and adaptability to rapid changes are essential components. Video editing is an important stage in the production of promotional media, playing a strategic role in shaping brand image and marketing communication of the shopping center. The application of technical innovations and the implementation of efficient workflows are necessary to respond to the needs of target groups with diverse and rapidly changing media consumption behaviors. Furthermore, the working approach of Central Si Racha can be applied as a case study in the field of education and multimedia training to enhance the quality of promotional media production in Thailand in the future.