Role of Advertisement in

SMEsPresented by Dr. Mosses Anak Enjob, Senior Lecturer – MDIS

Tashkent.

1st Tashkent International Forum <<Marketing, Advertising and

PR>>

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

OUTLINE

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.

Entrepreneur /Small –Business Owners

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

Role of SMEs in economic development

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”.

Entrepreneurship…..a process

All advertising programmes initiated by SMEs aimed at business audiences require answers to four important questions:

Role of Advertising

“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?”

The Game plan ….by SMEs

“How can I reach these people?”

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

Who is my target audience?

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

What is the message that will interest 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.

How can I reach them?

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.

Nature based /ecotourism

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.

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

Conclusion

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

Reference