A Shift in Advertising: Small Business Advertising
Gutierrez, Adriana Estela
“Advertising is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor” (Belch & Belch 2001). With time, just as anything, the traditional way that advertising was executed changed. One of the major things that has rapidly and suddenly changed advertising is the rise of the internet. Through the internet, networking with other people began. Through this new enlightenment of interconnectedness via the internet, the change or shift of advertising strategy came about. This strategy gradually developed from print to online ads to social media platforms. Advertising continues to change especially with the new technology evolving quickly. This has influenced all businesses, but this research focused on how small businesses were affected. First, advertising is defined and the many channels for advertising are explained. Next, it discusses the research methods which includes an online survey and personal interviews. Finally, the small effects that the change in advertising had on small businesses are determined.
advertising, small business, shift, technology, internet, marketing, Honors College
Gutierrez, A. E. (2019). A shift in advertising: Small business advertising (Unpublished thesis). Texas State University, San Marcos, Texas.