For my advertising campaigns class, we created a newspaper ad for an electric lawn mower for the brand Ego. This paper goes into all the decisions I made for my ad, including creative choices, strategy, and pricing.

1. Lee Ann Wesley
Advertising Campaigns
3/2/22
Newspaper Ad Final Report
Campaign Basics: For this advertisement, our client was EGO. They are a lawn care brand that
makes fully electric products. Some of their popular products include push mowers, riding
mowers, and weed whackers. These products are much quieter and are better for the environment
than their gas alternatives. A gas powered lawn mower produces the same air pollution emissions
as 11 cars, and each year around 17 million gallons of fuel are spilled while refueling lawn
equipment. EGO shows their consumers that their electric products do not lead to these negative
environmental effects. Their products are equipped with a battery that the user charges before
using and are much quieter as well, which lowers noise pollution. The message objective for this
advertisement was that electric mowing is better than gas mowing. There were many ways I
could show this through my creative approach and ad, and I chose to show it using the benefit of
quietness and the approach of borrowed interest. This advertiser has a perfect spot in the Wall
Street Journal because the readers of this newspaper usually have a higher income than average
and 4 out of 5 readers hold a bachelor’s degree or higher. This is great news for EGO because
their products are generally more expensive than gas lawn care products, and people with higher
incomes will be more likely to invest in an EGO product. The Wall Street Journal also tells us
through their analytics that 90% of readers read daily and 4 out of 5 readers take action as a
result of seeing advertisements in their paper. It is also good for them that 4 out of 5 people act

2. on the ads that they see in the WSJ, so people will most likely take action and check out EGO
after seeing their ad.
Media Decisions: For this ad that I made to look like a bar chart, I decided it fit the best in the
Business and Finance section of the WSJ. In this section, most or all of the articles and news are
related to things like the stock market, current economic conditions around the world, and other
vital business information. As stated previously, the readers of the WSJ are already in a higher
economic class and this could mean more people are interested in the business and finance
section. A lot of content in this section includes charts and graphs, so my ad looks like it fits in,
but it also stands out with the slightly different look and the content, of course. This is the way I
chose to use borrowed interest. With my ad, I wanted to highlight the quietness of the EGO
mower compared to gas mowers and other items. Since the mower is fully electric and powered
by a battery, it is not as loud and obnoxious as a gas mower. It is also quieter than other things
like a garbage disposal. I tried to compare the mower to things that are not super loud to
highlight how quiet it really is. Below is the layout I chose for my ad. I decided to insert it as a
third of a page so it looks like it is a part of that section. My ad does not look exactly like this

3. layout since there was not a layout with the ad in the middle, but my ad would be the same size
but placed as the second block down the page.
Cost Scenarios: For this ad, we were instructed to run it 6 times. I chose to do Monday-Saturday
because we were not instructed otherwise. All figures and costs are shown below in the Excel
sheet.
Sources used for this report: Ego website and WSJ media kit.