This paper breaks down the ad that I created for an insect repellent from the brand Sawyer. This was for my advertising campaigns class and this paper details all the decisions that went into the creativity, strategy, and budgeting of my ad.

1. Lee Ann Wesley
Advertising Campaigns
2/14/22
Magazine Ad Final Concept Report
Campaign Basics: Our client for this assignment is Sawyer. Specifically, their premium insect
repellent that contains 20% picaridin. Sawyer is an outdoor company committed to selling high
quality products that protect people in nature. Some of these products include insect repellents,
first aid kits, sunscreen, and water filtration devices. They also are passionate about clean water
for all and have many outreach programs to help developing countries gain access to clean water.
They also help with disaster relief and have been involved with relief programs for over ten
years. Sawyer is a company that is about more than just making money off of their product. They
are passionate about the outdoors and want everyone to be able to enjoy it.
My message objective for this assignment was “This Picaridin Insect Repellent is
Effective.” I chose to stick with the message objective that we were assigned. For my final
concept, I used borrowed interest as my creative template. I “borrowed” reviews similar to what
you would see on Yelp, and had them being posted by insects to show the effectiveness of the
repellent.
Media Decisions: For this assignment, I chose to advertise in the magazine we were assigned,
which was Outside magazine. Outside magazine reaches anyone that loves the outdoors, whether
it be hiking, hunting, camping, fishing, and more. This magazine directly lines up with the target
audience that I want my ad to reach. According to their media kit, 3.5 million outdoorsy and
adventurous people read their magazine. This is a huge number of exactly the kind of people that

2. would want an effective insect repellent. The media kit also shows that their audience is 60/40
for men and women readers, which is why my final ad does not cater to a specific gender. The
media kit also tells us that the average household income of a reader is $105,000. I think this
could mean that the readers I am targeting could be willing to buy a premium product from
Sawyer. For my campaign I chose to run it during the summer. These three months would be
June, July, and August. I think this timeframe is the best for the product I am advertising because
the heat of summer is when most bugs are active. The summer is also when a large portion of
people can go do things outside since the weather is nice. This situation brings about the problem
of getting bit by bugs, and Sawyer’s product solves that problem.
Cost Scenarios: Below is the Excel sheet that shows the costs of running my ad 3, 6, and 12
times. To run it 3 times, I chose the full page and color. For the 6 times, I chose to run it in 2-
color, full page. Lastly, for the 12 insertions, I chose the full page in black and white.