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Institutional may not necessarily attract inquiries from prospective customers in the second case; while direct marketing may not work in the first. Thus the correct choice for the first is institutional marketing and that for the second is direct marketing.
The main problem with direct marketing however is that due to some unethical practices adopted by some companies in the past it has acquired a bad name for itself, although during the past two decades direct marketing advertising (DMA) has come to account for about 54 per cent of total advertising outlays (Statistical Fact Book, 1993-94). Also, more than 50 of the Fortune 500 firms are now members of The Direct Marketing Association (Akaah and Korgaonkar, 1988)
Direct vs...
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