The high cost of squashing a rumour
A 'baseless rumour' about the Gift Voucher Shop prompted the company to invest €250,000 in defensive marketing, writes Siobhán Brett.
The rumour earlier this month that the Gift Voucher Shop - a subsidiary of An Post and behind the One4all brand - was going into examinership was untrue, but it took a significant amount of disproving by the marketing team, and an unplanned marketing spend of €250,000. "It was - and is - costly, but we're prepared to invest and committed to keeping it going," said Aoife Davey, group marketing manager for Britain and Ireland....
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