Q.Project Work: Identify a product or service for a new launch for attracting potential consumers for your product. Prepare a project file to—

A completed project file for launching one product — here, AquaPure, a

reusable stainless-steel water bottle for students. It carries the three deliverables the

project asks for, all built around one consistent message.

• (a) Advertisement: the tagline "Refill. Reuse. Rethink plastic." with benefit lines (cold for 12 hours; replaces 1,000+ plastic bottles a year; lifetime guarantee) and a 20%-off launch offer — paid, mass communication.
• (b) Press release: a news-style announcement of the launch with a headline, dateline, a founder's quote and an "About" note — written to earn media coverage (public relations).
• (c) Publicity: a "Plastic-Free Campus Week" event that invites local media, earning …

The product chosen for launch

The product selected is AquaPure, a reusable stainless-steel water bottle for school and

college students. It keeps drinks cold for up to 12 hours, is light and leak-proof, and is

positioned as an affordable, eco-friendly alternative to single-use plastic bottles. The

target customers are students aged 12–22 and the parents who buy for them. The launch uses

three promotion tools from the chapter — advertising, a press release, and public relations — kept consistent so they read as one campaign.

(a) Advertisement

The advertisement leads with the tagline "Refill. Reuse. Rethink plastic." beside a clear

image of the bottle. Its parts are:

• Headline (tagline): Refill. Reuse. Rethink plastic.
• Body copy (benefits): keeps water cold for 12 hours; replaces 1,000+ plastic bottles a year; lightweight, leak-proof, with a lifetime guarantee.
• Sales-promotion hook: 20% off launch week + a free carry-pouch.
• Brand and logo: AquaPure, with the line "Available online and at leading stores."

This is advertising as the chapter defines it — impersonal, paid, one-way mass

communication designed to inform and persuade a large audience. Every claim is truthful and

verifiable, respecting the chapter's caution about misleading advertisements.

(b) Press Release

FOR IMMEDIATE RELEASE

AquaPure launches a lifetime-guarantee reusable bottle to cut student plastic waste

Bengaluru — AquaPure today announced the launch of its reusable stainless-steel water bottle, designed to give students one durable bottle for life instead of a plastic bottle a day. The 500 ml bottle keeps water cold for up to 12 hours, is leak-proof, and carries a lifetime guarantee.

The company estimates that a single AquaPure bottle can replace more than a thousand

single-use plastic bottles a year, cutting both cost and waste for a typical student.

"We wanted students to carry one bottle for life, not one plastic bottle a day," said the

founder of AquaPure. "Good design should make the eco-friendly choice the easy choice."

AquaPure is available online and at leading stores from the launch date at an introductory

price, with a 20% launch-week discount and a free carry-pouch on early purchases.

About AquaPure: AquaPure is a young Indian brand making affordable, reusable drinkware

that helps households and students reduce single-use plastic. Media contact: the AquaPure

press desk.

Notice that the press release is written like a news item, not an advertisement — a

headline, a dateline, the who/what/when/why in the opening lines, a quote from the founder, and

an "About" note. Because it is meant to earn free media coverage rather than paid space, it

belongs to public relations, not advertising.

(c) Publicity as a public-relations tool

For public relations the plan is a "Plastic-Free Campus Week": AquaPure ties up with a few …