Disadvantages of transit advertising:
1. Cannot reach the rich urbanites that move about in their own automobiles.
2. Direct marketing, cinema and miscellaneous media
3. Direct marketing is defined as any activity whereby you reach your prospect or customer directly as an individual – or they respond to you directly.
4. Advertising can initiate a sale but it is only through DM that the sale is finally made. DM also helps in maintaining customer relationships.
5. One time communication does not built a relationship. We have to get married to our customers. This is possible largely due to DM. DM is affordable only when the margins in the business can afford the cost of sustained contact. DM helps in long term.
6. There is a huge opportunity for DM in India. DM may exploit new technologies like E – mail, TV, etc. For DM to be successful the customer database has to be really good. The pharmaceutical industry is most acquainted with this type of marketing.
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