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 offering 40 per cent discounts to specific suppliers.

The voucher could be used in any of the 2,500 Threshers UK stores,
against the purchase of wine and champagne up to an amount of