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Role of Advertisement in SMEs

Role of Advertisement in SMEs. Presented by Dr. Mosses Anak Enjob , Senior Lecturer – MDIS Tashkent. 1 st Tashkent International Forum <<Marketing, Advertising and PR>>. OUTLINE. Small and Medium Enterprise as we know it. Role of small business in economic development of a nation

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Role of Advertisement in SMEs

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  1. Role of Advertisement in SMEs Presented by Dr. Mosses AnakEnjob, Senior Lecturer – MDIS Tashkent. 1st Tashkent International Forum <<Marketing, Advertising and PR>>

  2. OUTLINE • Small and Medium Enterprise as we know it. • Role of small business in economic development of a nation • The role of advertising in SMEs • Nature based tourism or eco-tourism – Role of Advertising • Sample of nature based tourism – From the Malaysian perspective – role of SMEs

  3. Entrepreneur /Small –Business Owners • The term entrepreneur and small-business owner are used interchangeably. • A small business is independently owned and operated, not dominant in their field. • Entrepreneurial ventures are those for which the principal objectives are innovation, profitability, and growth.

  4. Role of SMEs in economic development • Create opportunity for enterprising people to excel • Job creation for society – private sector initiatives. • Catalyst for economic development in all sectors of society • To complement government effort to improve living standard of people • Encourage training and development in new technology • Initiate Research and development in new product and services that will benefit consumers and society

  5. Entrepreneurship…..a process • After reviewing the evolution of entrepreneurship and examining its varying definitions, Robert C. Ronstadt, summarised entrepreneurship, as: • “the dynamic process of creating incremental wealth. This wealth is created by individuals who assume the major risks in terms of equity, time, and/or career commitment of providing value for some product or service”.

  6. Role of Advertising • All advertising programmes initiated by SMEs aimed at business audiences require answers to four important questions:

  7. The Game plan ….by SMEs • “Who is it that I want to communicate with?” • “What do people look for who are buying my type of product (or service)?” • “What message (or messages) can I use to get them interested in my products?”

  8. “How can I reach these people?”

  9. Who is my target audience? • Consider them as the most likely to use your product or service, e.g. a budget traveler, as in B&B business, budget hotel, motel. • Study their demographics and AIO factors and even their psychographics make-ups. • AIO – Attitudes, Interest and Opinion. • Niche market or unmet segments by other marketers that SMEs wish to do business with. Potential target group. • Make use of any unfulfilled needs & wants in the 4P’s –product, price, place and promotion

  10. What is the message that will interest them? • Think of the AIDA concept as a starting point • Awareness – let it be known to others • Interest – Make them like your offerings • Desire – Not just like but wish to try • Action – Let do it and let spend the money

  11. How can I reach them? • For the beginner, we have the most economical way like words of mouth, affordable advertisement, e.g. flyers, pamphlets. • When the budget is there, consider using printed media like newspaper, classified ads, radio, exhibitions, cooperative advertising, local special interest magazines, etc. • Electronic media – make full use of IMC if extra budget is available, e.g TV, and others.

  12. Nature based /ecotourism • The next presentation will give you an example of how an integrated advertising efforts with like-minded industry players and excellent linkages with outside world has promoted the development of tourism and hospitality business at one of the 13 states in Malaysia. • The state of Sabah, located in the northern tip of Borneo Island, in East Malaysia, is a popular destination for tourists within the region.

  13. Brief of the entrepreneur A Bachelor of forestry graduate, Mr. Jack Lee Y.J. started his eco tourism business as an SMEs 6 years ago. He is an affable character, professional and a licensed tourist guide, a mountain climber, expert in scuba diving and jungle tracker. He trained other tourist guides in his team.

  14. Conclusion • Thank you for your attention. • If there is an feedback, kindly get back to me at MDIS at Tashkent. • I can be contacted at m.enjob@gmail.com

  15. Reference • Robert C. Ronstadt, “The Educated Entrepreneurs: A New Era of Entrepreneurial Education is Beginning,” American Journal of Small Business 11, no.4 [1978]: 37-53

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