Advertisement Planning

Purpose of the product: To remove contaminants from the air in a room to improve

indoor air quality.

Product Name: ECO-Tech Air Purifier

1.Target Population details:

A target market is basically a set of buyers sharing common needs or characteristics
that a company decides to serve. After evaluating different segments, we have
decided to enter in multiple segments which are geographic and demographic
segments.
 Location: In India, around 34% people are living in urban area. We are mainly focusing
on urban people who are living in the main city. we will concentrate selling our product to
customers who are living in Delhi, Mumbai, Chennai, Kolkata because statistics show that
the people of these areas spend more money for their health concern.
 Age: For children who are fewer than 12 and the main purchaser are their parents
who are around 35-49 and 50-64.
 Gender: In India, generally the father takes all the decision. But to purchase this
product mother can be an influencer. So, husband and wife both are our targeted
market.
 Education: Education is very important because those who are less educated are not
aware of condition of their health and their family. So, those who are educated and
concerned about their health will probably buy this product.
 Income: This air purifier will cost minimum 15,000. So, it is not possible to buy who
have less income. Those who get around 28,000-35,000 Rs per month will be able to
buy this product.

Targeted customers of air purifier-

 A family with young children: In India, every year millions of children die due to air
pollution both inside and outside home. So those families who have young children
and want to bring up their children in better environment will be our target market.
 Those people who are living in polluted regions like Delhi.
 Those who have asthma or allergies from dust: Millions of people suffering from
various air pollution caused diseases. So, for these people, our product might be
helpful.
2. Explain in detail how your advertisement will use the appeals selected?
In the advertisement we have used Rational advertising appeal. In the rational appeal, there are
various types, but we have used only two appeals -

(1) Feature appeal – This appeal is focused on features of the product. In our
advertisement we have given information about prominent features of ECO-Tech air
purifier like it is based on PECO technology and how it destroys pollutants using light
activated catalyst. Advertisement also specifies that the product is easily portable so
you can carry it wherever you go.
(2) Competitive advantage appeal – This appeal specifies how our product is different
from other brands. In the advertisement we have specified that air purifier of other
brands can only catch the pollutants, but ECO Air destroys them by breaking them
down at molecular level.

3. Specify the medium you will use to show this advertisement and why?
We will go for newspaper and TV advertising because –

(a)TV advertising - Although TV advertisements are more costly to produce than other ads,
promotional material on television is the most influential because consumers trust it above other
mediums. Interesting camera angles, and the combination of pictures and words is not only more
exciting, but also gives a more realistic view of a product than a single static photograph. Television
advertising gives us the ability to show a product, demonstrate its use and explain the benefits.

(b) Newspaper Advertising: Newspaper reading is a common habit among the educated people.
Newspapers reach almost every place and are read by all kinds of people.