Abstract
M.Comm.
One of the most important decisions a small enterprise owner/manager must make is to select the most appropriate advertising media for helping the business reach its target market in the most cost-effective manner. This study looks at how small enterprise owners/managers perceive the effectiveness of advertising media in the Thohoyandou area and identifies the advertising media used and the way they are used, as well as the most preferred media, and determines the importance that management of small enterprise attaches to advertising.
The study used quantitative design to collect the data. The sample was drawn using nonprobability sampling from the different types of business category which include: building material hardware, general merchandise, food stores, home furniture, eating and drinking restaurants and accessories. The researcher interviewed 71 owners/managers using self-administered questionnaires. Data were captured by the specialist statistical services consultancy (Statscon) at the University of Johannesburg, through the use of the Statistical Package for Social Sciences (SPSS).