The Role of Advertising in Business Success: Why It Matters for Small and Large Enterprises
DOI:
https://doi.org/10.64882/ijrt.v14.iS1.1073Keywords:
Advertising Effectiveness, Business Growth, Market penetration, Customer Retention/LoyaltyAbstract
Advertising plays a pivotal role in the marketing strategies of businesses of all sizes — from small local enterprises to large multinational corporations. This paper explores the importance of advertising, its objectives, mechanisms, and impact on business performance. It compares how small and large firms leverage advertising differently, discusses theoretical frameworks and empirical evidence, highlights the evolving digital advertising environment, and offers practical recommendations. The findings indicate that effective advertising contributes to brand awareness, consumer loyalty, competitive positioning and business growth though the scale, media mix, and resources may differ between small and large businesses.
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