“…For example, with the rise of private cars, the demand for public transport decreases [9]. Such circumstances force the transportation market not only to optimise the supply [10] or search for non-traditional solutions [11] but also to study its consumers' behaviour [9], [12], [13], to promote its offer [8], [14], [15], to improve communication between consumers and service providers [16], [17], [18], and to be market-oriented [19]. For example, advertising (along with other marketing activities) in Perth (Scotland) helped public transport to increase the number of passengers [8].…”