Ads cost money, whether we are talking about traditional or digital media. Search engine marketing (Pay-per-click) and targeted ads in social media among others are efficient ways to reach your target audience, but this all costs money, which some companies do not have. Spamming emails to large email lists is popular in Russia, but email marketing is less effective than in the West, and you can hardly reach 250 000 people unless you have been heavily investing in collecting quality email / CRM databases (or have bought one). This also costs money.

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