Open AccessAdvertising Decisions In Small BusinessesNeed For New Directions
Author(s) -
Chem L. Narayana,
Carl M. Larson
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v2i2.6587
Subject(s) - business , marketing , small business , relevance (law) , advertising , function (biology) , feeling , customer needs , psychology , social psychology , evolutionary biology , political science , law , biology
Irrespective of the size of a firm or the size of the budget, advertising is an important function that is expected to have an impact on the sales volume. In addition, small business needs and strategies are quite different from those of larger businesses. In addition to the size of operations and budget, small businesses differ from larger firms on major target market characteristics that include the boundaries of the trading area and customer feelings and shopping behavior towards small businesses. Consequently, the necessity or relevance of different media options for advertising are expected to be significantly different. Suffice it to say that advertising decisions are important enough for small businesses and serve careful investigation and yet it has been ignored in the past.The main purpose of this study is to examine the methods used for setting advertising budgets in small businesses. A secondary purpose is to ascertain the attitudes of the decision makers on the importance of advertising budget.