|Title: ||Advertising strategy and its effectiveness in market expansion: the case of Vietnamese small & medium enterprises?
||Author(s): ||Pham Thi Bich Ngoc
||Keywords: ||Advertising strategies; SMEs; Marketing; Market expansion
||Abstract: ||Advertising application has been seen as one of the greatest problems faced by small- and
medium-sized enterprises (SMEs), but simultaneously one of the most important activities for
their growth and survival. Therefore, the purpose of this paper is to determine the importance
and role of advertising strategy applied in SMEs. Using a data set of SMEs in Vietnam from 2004
to 2012, we find that firms using advertisement can promote their market expansion although
spending more on advertising has no significant effect. Advertising through street posters, doorto-
door materials and internet are evidenced to be effective channel but those through radio, tivi,
newspapers and trade fair are not. That combining more means of advertising together cannot
help to increase market sales and even it lessen the impact of these good advertising tools above.
|Issue Date: ||28-Sep-2017
||Publisher: ||UEH Publishing House
|Appears in Collections:||Conference Papers|