The role of advertising in small business development and learning and economic development in Kosovo

Abstract

The main objective of this paper is to study the impact of the relationship between advertising and SME development and economic development in general. The data of this study are based on the method of primary data collected through the survey method with representatives of some enterprises in Kosovo (mainly in the Pristina region), while these field data were analyzed through SPSS statistical software. The sample inclusion is based on data obtained from representatives of manufacturing, service and trading, super and mini markets. The results show that 53.3% of the respondents claim that advertising affects the development of small and medium enterprises and economic development in general. Representatives of small and medium medium-sized enterprises think that regardless of the products being sold or those not being sold, there should be advertising so that small and medium -sized enterprises are informed of what consumers are looking for in the market, thus creating a link in the market business-marketing-market-consumer chain. Over 90% of interviewers state that advertising is an investment that benefits enterprises. About 60% of enterprise representatives stated that when making a decision to advertise their products or services they will engage the firm whose business is advertising.