How can you help me asap ??? steps by details to arrange an Advertising campaign !!?

Please I need the steps by details to arrange an Advertising campaign and marketing plan to a new and big Gold jewelry company..


(need a slogan and logo - Trade name starting by D -)


Note : there is many small companies in our market but only on big competitor.. How can you help me asap ??? steps by details to arrange an Advertising campaign !!?
I usually use a structured marketing approach whenever I begin a marketing plan for any company. I learnt this methodology at McGill University, Montreal. Please bear in mind that the advertising plan is part of the overall marketing plan and should never be confused with the sales plan or the PR plan, etc... I am assuming that you are referring to a retail jewellery store which will make its main category as Business-to-Consumers. If this is not the case then everything that follows becomes meaningless.


Step1. Begin the marketing Plan using the steps outlined in Marketing 101 Basics. This includes gathering research about demographics, target markets, primary, secondary and tertiary markets, etc... This gives you your long term plan, eg. year 1 primary markets, year 2 secondary markets, year 3 tertiary...


Step 2. Determine your target markets that you plan to reach


Step 3. Select the media distribution plan, for example, specific groups by age, income, buying habits, gender, etc... and the best way to reach them, eg. direct mail through a verified mailing list, or community newspapers, television, online,...


Step 4. The research in the marketing plan will determine the type of creative for your advertising campaign, eg. high income consumers vs low income, etc... Then take your directive to the creative director who will come up with a logo and slogan - that is , if you are in an advertising agency. If you are freelancing then contract 3 creative people that you know to come up each with 10 logos and slogans - at a rate of 3 hours at $60.00/hour - this will give you 30 logos and slogans from the creative pool for $540.00. Compare this to the lowest selling price of $2000.00 for creative plus buyout for ownership of the creative (intellectual property) for another $3000.00 . The logo and slogan that your client selects you make that creativive genuis the creative director of that specific advertising campaign.


Step 5. Create and produce the advertisement(s), purchase the necessary media formats ( agency discounts on media is a standard 15% - however, you should negotiate as much discounts as possible).


Step 6. Run the advertisements and follow-up the results.





WARNINGS: Results are tricky when reporting to the client - remember that all sales, telephone calls, walk-ins, online inquiries, and referrals based on that specific ad campaign reflects the true results. The client will give you final sales which will include refunds and clients not buying. Non-sales customers are largely due to poor customer service. Be very wary of customer service - everyone boasts of it and no one really have it. I believe that it is a non-existent concept.


My main tool for an ad campaign is based on the equation


DV+Q=W, where DV is the distinctive value of the product/service/store, Q represents the audience and W is wealth.


Keeping the variables in harmony results in success.


Hope this helps.


D.R. Ramsundar