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Why is that for Direct Marketing one needs to justify ROI, while no justifications required for ATL

Direct Marketing
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Question added by Yogesh Murarka , Marketing Consultant , Cyquent Technologies- Top 100 SME Company in Dubai
Date Posted: 2012/11/25
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Roba Al-Assi
by Roba Al-Assi , Brand and Communications Director , Bayt.com

I believe this question depends on company as opposed to general direct marketing or general ATL.
It depends on their experience.

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