The document discusses advertising concepts and costs for Sawyer Picaridin Insect Repellent in Outside Magazine. It recommends running ads during the warmer months of April/May, summer, and September/October when insects are most active. Three options are provided: running a full-page color ad 3 times for $296,100; running a 1/3-page two-color ad 6 times for $237,540; or running a 1/3-page black-and-white ad 12 times for $429,480. Outside Magazine was chosen as it targets serious outdoor enthusiasts interested in exploration and preparation.

1. Brady Netzel | February 2022
Advertising Campaigns: Magazine Final Concepts & Costs
The anatomy of a mosquito.

2. Campaign Basics:
The client for this magazine advertisement is Sawyer, who wants to advertise their Sawyer
Picaridin Insect Repellent. The current message objective is: “This picaridin insect repellent is
effective.” The chosen creative template is borrowed interest for a target audience that is for
serious outdoor enthusiasts. The borrowed interest for this specific magazine advertisement is
related to entomologist, or rather an insect researcher, and how they display the insects they
research.
Media Decisions:
The Outside Magazine is the ideal magazine choice for the Sawyer Picaridin Insect Repellent
product because of their audience demographic. Outside Magazine caters to adventurous
explorers that are prepared and geared up for whatever next experience they set out to explore.
The target audience for the Sawyer Picaridin Insect Repellent focuses on serious outdoor
enthusiasts. A serious outdoor enthusiast would be the kind of individual that relates to Outside
Magazine because of the articles relating to exploration and the many ways of preparing and
gearing up for an adventure that the magazine also offers. A more specific idea for choosing
Outside Magazine is because they kind of people who would purchase picaridin insect repellent
are those that wish to be prepared and protected for any adventure they may take.
The chosen three months consist of the April/May issue, the summer issue, and the
September/October issue. The idea to have a campaign for these three issues is because the
months featured are the warmer months of the year. Insects tend to stay dormant in the colder
months, but as soon as it starts to get warm that is when they come out and begin to bother
people. Having advertisements during these warm months will assist in reminding people about
the annoyance and potentially dangerous effects from insects and any insect bites the people
might receive. This reminder also helps to showcase to people the Sawyer Picaridin Insect
Repellent that will help them in their defense against the insects during this prime insect time of
the year.
Cost Scenarios:
The cost to run the ad three times as a full page, full color ad is $98,700 per ad, with a total
campaign cost being $296,100 and a CPM equaling out to $28. The cost to run the ad six times
as a 1/3 page, 2-color ad is $39,590 per ad, with a total campaign cost being $237,540 and a
CPM equaling out to $11. The cost to run the ad twelve times as a 1/3 page, black/white ad is
$35,790 per ad, with a total campaign cost being $429,480 and a CPM equaling out to $10.
Prepared by Brady Netzel
2/14/2022
Magazine Name
Cost Per Ad Ad Size Ad Position/Color
Number of
insertions
Total Campaign
Cost
Rate Base
(000)
Pass along
rate
Total Audience
(000)
CPM
Outside Magazine 98,700
$ Full Page inside, color 3 296,100
$ 675 5.2 3,500 28
$
Outside Magazine 39,590
$ 1/3 page inside, 2-color 6 237,540
$ 675 5.2 3,500 11
$
Outside Magazine 35,790
$ 1/3 page inside, Blk/Wht 12 429,480
$ 675 5.2 3,500 10
$
Magazine Placements
Magazine Costs for Picaridin Insect Repellent