UNDER THE GUIDANCE OF

Mr. VIPIN BELWAL

Associate Director
Impact Advertising pvt. ltd
Presented By :-
Sanjeev Kumar Choubey
&
Priyanka
A Brief history of the ad
agency :-
Since the inception, in 1973, the company
have established strategic partnerships across
industries - providing customized advertising
and communication consultancy and research.

Over the years, the company have become a

neo-generation firm with a 360 degree
approach in advertising, supported and
strengthened by our in-depth knowledge of
the consumer as well as market sentiments.
• The company specialize in end-to-end
solutions in strategic marketing - starting from
research, strategy building and execution of
specifically targeted communication
campaigns. The aim was to help our clients
find their niche position in the market, thereby
making them frontrunners in their fields.
• We also help position clients in a cross-market
context, keeping our fingers on the consumer
pulse and creating excitement about our
client's brands through communication
strategies with multiple activities.
Impact : Through people
• The agency is run by professionals of long
standing who have successfully chartered the
advertising course of a host of clients both in
the Public and Private Sectors. Clients like
Hindustan Aeronautics Ltd., Delhi
Development Authority, U.P. Tourism, National
Hydroelectric Power Corporation, Bharat
Heavy Electrical Ltd., NTPC, Power Grid,
Siemens, Glaxo, Geoffrey Manners and Amul
have been on their individual clients' lists
The founder/chairman

• Mr. Mahesh Belwal is a veteran of the

advertising industry, having started his career
in 1960. He set up Impact Advertising Pvt. Ltd.
in 1973 with 4 people in his staff and no
clients. In less than 10 years, Impact grew to a
strength of over 25 employees, 3 offices and a
client list that was the envy of other agencies.
Mr. Belwal is now an industrialist and highly
regarded in the world of advertising and
public relations.
Advertising : According to
Impact
Advertising is not a spontaneous idea, but a
birthing process which starts with shared
information, freed communication and
creative conceptualization. Here the
advertising campaigns are focused towards
one goal - to develop ideas that make a
significant difference in the market place,
helping brands stand out in the clutter.
Key clients from Public
sector:-
Key clients from Private
Sector:-
Some of the other important
clients are named as below
:-
Amul
Siemens mobiles
Ecoline India (exports)
Bajaj Allianz life insurance co.ltd.
HDFC Club general life insuranceCo.Ltd.
Cholamandalam MS General Insurance Co.
Ltd.
The Advertisement Agency
has 5 various branches
apart from H.O. Delhi
Lucknow
Dehradun
Chandigarh
Jammu
Nainital
Annual Media Consumption for 12 and
over
1,580 hours of TV
967 hours of radio
290 hours of recorded music
154 hours of newspapers
99 hours of Internet
91 hours of books
81 hours of magazines
61 hours of video games
55 hours of home video
 13 hours of theaters
3,391 total hours of media, 2005
As per Recent Research
:-
Media multitasking growing:
59.8% of males and 67.2% of females watch
TV when they go online
About half of males and females read
magazines when they have radio on
More than half watch TV and read newspaper
simultaneously
STRATEGIES OF TODAY AND
TOMORROW :-
• A deep understanding of the audience, across
channels the media company owns, and
across the space of a day
• Media economy is audience driven, not media
driven
• Media companies responding to new trends in
consumer behavior by addressing their cross-
media habits
 The manifesto for future

• Let's stop trying to train customers to deal

with us on our terms -- and learn to deal
with them on theirs
• Let's look for ways to create new products
that people will pay for, rather than gluing
price tags onto old products they won't pay
for.
• Let's focus on building and managing
valuable audiences whose attention is
worth money, because that's
why advertisers pay us
to help solve their business
problems.
 Training and reorganizing for the
audience-centric approach

• Convergence guides that meet audience

demands
• Lessons learned from five years of
convergence consulting and
reorganizations from Europe, North
America, Asia and South America
NEW ROLES TO BE
DEFINED :-
To generate the power of
advertising :-
Before 5 years:-
The strategies were different people were not
ready for new technologies and new
inventions they were just knowing how to
accomplish there task and use there creativity
in making the advertisement campaigns, but
as the time is changing the demand of the
clients have been dramatically changed and
at this point of time the advertisers needs to
adapt the changing environment.
Hierarchy of effects
Communication Process
AWARENESS

INTEREST

LIKING,PREFERENCE

PURCHASE, ACTION
Creative strategies :-
Develop the USP “unique selling proposition”
or the “Creative Hook”
Unique Selling Proposition
Translates “brand positioning” into a
compelling message.
Objective is “Memorability”
THE DIFFERENCES BETWEEN ADVERTISEMENTS
CAMPAIGNS IN THESE LAST 5 YEARS
i.e. (2004 - 2009)

Product :-
STATE BANK OF INDIA
&
STATE BANK OF PATIALA
IN 2004
IN 2008-09
NOW SHOWING THE
VARIOUS OFFERS TO
ATTRACT CUSTOMERS:-
CONCLUSIONS :-
As after the comparative study of various
advertisement campaigns of State Bank of
India and Patiala, we could analyze that the
advertisements earlier were made to promote
directly the institutions by the use of cartoons
or legendary founder but these days the
different advertisements are used to promote
the various offers and products of an
organization.
 THANK YOU
“VERY MUCH FOR YOUR PRECIOUS TIME “