Lintas IMAG has released a brochure called IMAGine, which comprehensively outlines the activities of the Integrated Marketing Action Group. The brochure is also a powerful tool for the new age marketer. Perhaps the first of its kind in India, it features facts and never-before insights that are born of hands-on experience and understanding of the environment.
Lintas IMAG, an integrated marketing communications offering, was set up two years ago to track the changes in the market as far as consumers and the increasingly fragmented media are concerned. IMAG was set up to make sense of them and evolve strategies and action plans to exploit them.
“As leaders and pioneers in the integrated marketing arena, Lintas IMAG felt it necessary to bring out this landmark marketing tool, which gives our clients and associates a good feel of the benefits of integrated marketing, as well as introduces them to eight specialist business that are experts in each of the eight identified key integrated marketing areas. These are rural marketing (Linterland), strategic design (dCell), healthcare marketing (Lintas Healthcare), DM, CRM & Web (Lintas Personal), events marketing (Advent), entertainment marketing (Lintertainment), and out of home advertising (Aaren Initiative). Detailed case studies and further knowledge in each of these areas will be made available in specially formatted data CDs,” said Ashish Bhasin, Director, IMAG, Lintas India.
The brochure, which roughly carries 14-16 pages, explains the concept of integrated marketing in the simplest manner and has been designed to make it more consumer-friendly. Terming integrated marketing as ‘through the line’ communication, Bhasin said that integrated marketing was growing over 20 per cent, which was twice the rate of traditional advertising, which is growing at a rate of 8-10 per cent.
He added that earlier the ratio of above the line and below the line communication was 75:25, but by the end of 2006, the ratio of above the line and through the line communication was likely to be 50:50.
Bhasin also informed that on an advanced level, a website dealing with the same subject would be launched. “We are at the conceptual stages right now,” he added.