6533b85afe1ef96bd12ba065

RESEARCH PRODUCT

QUALITY ANALYSIS REGARDING ADVERTISEMENTS OF SMALL AND MEDIUM–SIZED ENTERPRISES

Sergejs Volvenkins

subject

Promotion (rank)Scope (project management)media_common.quotation_subjectMarketing communicationQuality (business)AdvertisingBusinessMarketingBusiness activitiesadvertisement; SMEmedia_common

description

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)

yearjournalcountryeditionlanguage
2012-06-23Latgale National Economy Research
https://doi.org/10.17770/lner2012vol1.4.1845