QUALITY ANALYSIS REGARDING ADVERTISEMENTS OF SMALL AND MEDIUM–SIZED ENTERPRISES

Authors

  • Sergejs Volvenkins University of Latvia (LV)

DOI:

https://doi.org/10.17770/lner2012vol1.4.1845

Keywords:

advertisement, SME

Abstract

The aim of the paper is to determine and analyse the quality of advertisements created by small and medium–sized enterprises (SMEs) of Latvia. SMEs often devote unreasonably little attention to the quality of making an advertisement regardless of the restrictions faced by SMEs in their activity: lack of resources, lack of marketing experience, scope of business activity, as well as tactical and strategic customer–oriented problems. The owners of SMEs do not have the required knowledge and experience in making efficient advertisements, entrepreneurs do not believe in the effect, which may be obtained from marketing communications by laying greater emphasis on other marketing activities and, thereby, underestimating the contribution of advertising in relation to promotion of products in the market. (2; 5; 12)

Downloads

Download data is not yet available.

References

Batra, R., G.Myers, J, A.Aaker, D., (1999), ‘Advertasing management’, Prentice

Hall International, p.780

Carson, D. (1985) ‘The evolution of marketing in small firms’, European

Journal of Marketing, Vol. 5, pp. 7–16

Decrop, A., (2007), ‘The influence of message format on the effectiveness of

print advertisements for tourism destinations’, International Journal of

Advertising, Vol. 26(4), pp. 505–525

Felser, G., (2001), Consumers’ psychology and advertisement, Spektrum

Akademischer Verlag GmbH Heidelberg, Berlin, p. 703

O’Dwyer, M., Gilmore, A., Carson, D., (2009), ‘Innovative marketing in SMEs’,

European Journal of Marketing, Vol. 43 No. 1/2, pp. 46–61

Nazajkin, А., (2004), ‘Illustration in advertising’, Eksmo, p. 320

Nazajkin, А., (2007), ‘Text in advertising’, Eksmo, p. 344

Ogilvy, D., (1983), ‘Ogilvy on advertising’, p. 229

Ogilvy, D., (1987), ‘Confessions of an Advertising Man’, Scribner, p. 168

Pieters, R., Wedel, M., (2004), “Attention Capture and Transfer in Advertising:

Brand, Pictorial, and Text–Size Effects”, Journal of Marketing; Vol. 68 Issue 2,

p36–50, 15p,

Starch, D., “Testing The Effectiveness Of Advertisements”, Harvard Business

Review; Jul23, Vol. 1 Issue 4, p464–474, 11p,

Volvenkins, S. (2009), ‘Marketing Features of Small and Medium Sized

Enterprizes’, Scientific Papers University of Latvia, Vol. 743, pp. 213–224

SJSC Latvijas Pasts.

Downloads

Published

2012-06-23