Magazine media report

1. Media Report
Campaign Basics
The client chosen is Sawyer and more specifically their premium insect repellent was
chosen as the product. Sawyer is more than an outdoor company. They want their product to be
used to explore the outdoors. Sawyer wants its customers to know that they are gearing up for a
protected adventure and can count on those that have tested such a premium product.
The overall message that is trying to be conveyed in the ad creation process is that
Sawyer’s picaridin insect repellent is effective. The goal was to make an ad that used one of the
creative templates that we learned about and put that knowledge into use as we create our ads.
The creative template that I based my ad on was borrowed interest. Borrowed interest is using a
familiar format as a “theme” for the message. I was trying to portray a character personality
piece for my ad. I wanted to create something that no one would expect to see for an insect
repellent ad.
Media Decisions
Outside magazine is targeted toward people who are adventurous, motivated, tech-savvy,
social, geared up, sophisticated, and explorers. Knowing a target market is important because
this is how an advertiser knows where the best place to put their ad is. They want to invest
money into a magazine that they know will have the same target audience as their product.
Outside magazine is perfect for Sayer’s insect repellent because of the outdoor and adventurous
market. Sawyer wants its customers to feel confident, motivated and protected when tackling
their next trail. Spending time outdoors, it is proven to lower your blood sugar and reduce stress.
Researchers have also found that nature simply makes you happier as anxiety, depression, and

2. anger decrease after spending time outdoors. This knowledge is key to the target market because
promoting the outdoors and all of its benefits helps to promote the product itself.
The three months that I have chosen to run my ad are in the April/May issue followed by
the summer issue. I believe that the April/May issue would be the best for my particular ad
because it features travel guides to public lands as well as showcasing all that may be needed for
a day on the trails. I am trying to market my product to an audience that is like-minded towards
the magazine chosen. The summer issue was chosen because I wanted to run my ad 3
consecutive months and that is the issue that follows after the April/May issue. It is not
completely astray from the target as it is an issue used to learn all that you need to know about
adventure, hiking, camping, and much more. This is beneficial for my product because I want
Sawyer to be used on every outdoor experience, whether that is a hike, camping trip, a BBQ or
just playing with friends. Sawyer should be the number one choice for any day out.
Cost Scenarios
I chose to use Outside magazine as my magazine of choice because I believe that is
closely aligned with whom I am trying to target. The ad itself is an inside full-page color ad. The
total campaign cost to run my ad three times is $296,100 which is calculated by multiplying the
cost per ad in this case $98,700 by the number of insertions meaning three. The total campaign
cost to run my ad six times is $579,990 which is calculated by multiplying the cost per ad in this
case $96,665 by the number of insertions meaning six. The total campaign cost to run my ad 12
times is $1,086,720 which is calculated by multiplying the cost per ad in this case $90,560 by the
number of insertions meaning 12. The more insertions that are chosen the lower the cost per ad.
It is used as an incentive for advertisers to buy more ad space as it is cheaper the more that is
bought.