Title of the article

Advertising Communications as a Tool for the Development of Small Businesses

 Authors 

Margarita K. Karpova  —  Associate Professor, Department of Philosophy and Social Communications, Institute of Law, Penza State University, Candidate of Sociology, Associate Professor, 40 Krasnaya Street, Penza, 440026, Russia, karpovamk@mail.ru
Kseniya I. Dyatlova —  Master Student, Institute of Law, Penza State University, 40 Krasnaya Street, Penza, 440026, Russia, ksunya-cat@mail.ru

 Category 

SOCIOLOGY

Year,.Volume, Number 

2021, Vol. 9, № 2 (34)

 Pages 

156-165

 Article type 

Original article

 Index UDK 

316

 DOI 

10.21685/2307-9525-2021-9-2-18

 Abstract 

The article presents advertising communications as a tool for the development of small businesses. To achieve the greatest success in their activities, representatives of small businesses need to take into account such a tool as advertising. The management of small businesses often underestimate the power of advertising or skimp on the development and implementation of effective adver-tising campaigns, which, of course, affects the effectiveness of commercial activi-ties. Based on the peculiarities of small business - a limited sector of the target audience and a small turnover of funds, various advertising campaigns for small enterprises are usually conducted randomly, from time to time, without conducting a study of the market, target audiences, a large-scale analysis of the advertising tools used. Often they resort to them in extreme cases as an "ambulance" and wait for immediate positive results. The article presents popular types of promotion on the Internet for small businesses that have minimal costs.

 Keywords 

advertising communications, small business, Internet, Instagram, promotion, target audience

 Download PDF

References

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For citation

Karpova M.K., Dyatlova K.I. Advertising Communications as a Tool for the Development of Small Businesses. Electronic scientific journal «Science. Society. State», 2021, vol. 9, no. 2, pp. 156-165, available at: http://esj.pnzgu.ru. DOI: 10.21685/2307-9525-2021-9-2-18. (In Russian).