Word spreads about viral influence Dr Margaret-Anne Lawlor writes about how viral marketing is imposing its presence A recent promotion in the UK drew attention to an intriguing integrated campaign where a promotion and its dissemination by way of direct marketing generated huge publicity. The customer reward promotion for Threshers off-licences was an online voucher […]
Articles Archive
TV3 continues to look abroad for shows, Channel 6 takes to Sky
TV3 continues to look abroad for shows, Channel 6 takes to Sky The new owners of TV3 plan to significantly increase home-grown programming but it was unrealistic to suggest they will be doubling or trebling its Irish content as the station remains committed to showing the type of programmes which best suit its audience, TV3 […]
Reality check
Reality check James Dunne writes about digital marketing and shifting strategies When we refer to change, we grope for quotes, sound bytes, cultural artefacts to encapsulate the scale and size what we are dealing with. We evoke Bob Dylan lyrics. We channel the poetry of Yeats. It sets our articles dealing with change up nicely, […]
Partial to glitz
Partial to glitz Michael Cullen profiles Social & Personal editor/publisher, PJ Gibbons The typed article with the author's byline lay on the blue carpet near the window in the publisher's top floor office overlooking South Frederick Street and the green campus of TCD across the way. The article in question was headed: Purgatory by PJ […]
Keeping fit by audit
Keeping fit by audit Karen Flynn on why companies can profit from having a regular marketing check up Just as annual health checkups, help spot health problems before they become too serious, a marketing audit, the equivalent of a 'physical' can help spot troubles before they turn into a customer relations or financial upset. More […]
Multiple object of desire
Multiple object of desire Colm Carey reviews a book on how Tesco tries to gain and maintain customer loyalty The mind and matter theory of modern business which leaves you feeling that big companies do not mind and that you, the customer, do not matter, lies at the heart of a new book, Scoring Points […]
Hustings await
Hustings await As Ireland prepares for a general election this summer, some leading agency executives give their views on how advertising can help – or hinder – a party's message As with any other piece of communication for a brand or service. you need a simple powerful idea, expressed in a way that engages the […]
Oranje order delivers
Oranje order delivers Conor Clarke reports on the Dutch design expo which made a visit to Dublin recently The Foreign Affairs of Dutch Design. It seems like a strange title for an exhibition, but when you realise it comprised of work done by Dutch designers for foreign clients, or in some cases multinational clients based […]
Out with new, in with old
Out with new, in with old Yesterday is the new tomorrow as 2007 promises to be so very 1993, Breandan O'Broin writes about the current bout of nostalgia. As brands of yore turn into profitable comeback kids and newcomers struggle to find a foothold on shelves, an intriguing question poses itself for career conscious marketers. […]
Celebrities fraught with fear
Celebrities fraught with fear Dr Margaret-Anne Lawlor asks if celebrity endorsers add value, or just interest Celebrities have always been hugely noteworthy in marketing. Think of the likes of Jamie Oliver and Sainsburys, Thierry Henry and Reebok, P
Finer tuned radio
Finer tuned radio Scott Williams on how radio has changed and why stations must have good content and marketing Public service broadcasting in private hands is what the then communications minister Ray Burke promised when he introduced the Radio & Television Act 1988 which ended Ireland's pirate era and heralded the arrival of independent commercial […]
Core Values
Core values Strategies for Magners Irish Cider earns Maurice Breen and his C&C team top industry award Maurice Breen, marketing director, Bulmers Limited, has been awarded the Marketer of the Year primarily for the strategy devised to launch Magners Irish Cider in the UK market. The Marketer of the Year award is organised by Marketing […]
No substituting experience
No substituting experience Jonathan Davis on how marketers can turn their target audience into 'brand explorers' A recent report by McKinsey indicated that 54 per cent of consumers avoid buying products that overwhelm them with too much advertising. The case against advertising overkill is further compounded by the revelation that 44 per cent of buying […]
