Print Advertisement Analysis Report: Philips Avent Baby Thermometer

This report provides an analysis of the print advertisements for the Philips Avent baby thermometer. It examines the product's features, emphasizing its dual functionality as a bath and room thermometer and a safe toy for babies. The analysis focuses on the advertising strategies employed by Philips, including the use of specific imagery, colors, and brand identity to appeal to the target audience. The report identifies the target consumers as parents, particularly mothers, with specific behavioral, psychographic, and demographic characteristics, such as being stay-at-home mothers, residing in urban areas, valuing their baby's well-being, and being attracted to current trends. The report also includes a bibliography of sources used in the analysis, offering a comprehensive overview of the marketing approach for the product.

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PRINT ADVERTISEMENT ANALYSIS FOR PHILLIPS AVENT BABY THERMOMETER
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The Philips Avent baby bath thermometer is a convenient gadget for monitoring the
temperature of both the baby’s bath and room. It serves as both a monitoring tool and a toy.
Through thorough testing, Philips ensures these devices comply with relevant toy and safety
standards1. They are designed as a fun and safe toys for babies of any age to play with while
bathing. The baby bath thermometer allows users to conveniently determine the appropriate
temperature for their baby's room and bath.
Through print advertisement, Phillips aims to reach its target market to get new
customers and retain its current consumers as well. Among its print advertisements are
newspaper segments, magazines, flyers newsletters, as well as billboards. All these forms of
advertising incorporate unique pictures, colors, and illustrations suiting the target audience.
Good examples of the product’s print advertisements are pictures used on their
newsletters and other advertising platforms. They include aspects that make them relevant to
attracting the target consumers. One of the features is its unique brand identity. The pictures
portray the company's unique brand identity of serving babies by using photos of babies of
different ages2. This shows the particular product is designed to serve only babies. On seeing the
advertising pictures, consumers will perceive a sense of safety to their babies from using the
product. The advertising pictures use bright colors such as purple and pink, which bring out a
sense of warmth on viewing the advert. In addition, the camera used in taking the pictures was
placed to see the baby interacting with the thermometer clearly. No tilting angle is applied,
1 Koninklijke Philips. Baby bath and room thermometer.
2 SOYANG Technologies. What are examples of print media?

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neither are other characters and gadgets included. This was done to avoid diverting the attention
of the viewer from the main subject, which is the baby and the device.
The Philips Avent baby bath thermometer target consumers are babies as they serve to
monitor their bath and room temperature. The target market for this product is, however, parents,
especially mothers, raising and taking care of a baby. One of the behavioral characteristics of
these mothers is that they are more likely to be stay-at-home moms and also own their own
business3. The mothers also reside in urban areas and settings where they come across print
media and adverts daily. In addition, the psychographic nature of these women indicates that
they believe the surrounding where the child dwells determines the health and wellness of a
baby. Also, they are keen on fashion and are attracted to current consumer trends and styles.
When it comes to the demographic characteristic of the target audience for these thermometers,
most are young mothers ranging from the age of 19 to 324. They are educated to understand the
functioning and benefits of the product and usually not married. They also prefer buying shiny
new gadgets for their babies and interact with social media and television as main sources of
entertainment. Furthermore, they love buying a convenient product soon after learning about
them and do not postpone purchases.
Bibliography
Alexa Internet, Inc. 2019. The Importance of Targeting in Marketing (And How to Include It in
Your Strategy. Accessed May 16, 2019. https://blog.alexa.com/targeting-in-marketing/.
3, Alexa Internet, Inc. The Importance of Targeting in Marketing
4 Experiam Marketing Services. Meet today’s 5 distinct mom segments.

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Experiam Marketing Services. 2015. Meet today’s 5 distinct mom segments. January 29.
Accessed May 16, 2019.
http://www.experian.com/blogs/marketing-forward/2015/01/29/meet-todays-5-distinct-
mom-segments/.
Koninklijke Philips. 2019. Baby bath and room thermometer. Accessed May 16, 2019.
https://www.philips.co.ke/c-p/SCH550_20/avent-baby-bath-and-room-thermometer#see-
all-benefits.
SOYANG Technologies. 2016. What are examples of print media? June 12. Accessed May 16,
2019. http://www.soyang.net/blog/what-are-examples-of-print-media/.

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