Advertising agencies adapt to growing ethnic population

Ten per cent of Ireland’s population is now made up of foreign nationals, according to the latest census statistics.

29th July, 2006

Ten per cent of Ireland’s population is now made up of foreign nationals, according to the latest census statistics. This trend has forced advertising agencies to develop new tactics and discover what these new communities want.

Traditional methods of advertising and marketing don’t work in this segment and the use of mainstream media doesn’t make enough of an impact.

‘‘Within the 10 per cent segment of foreign nationals, there...

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