IMPACT OF ADVERTISING ON SMALL AND MEDIUM ENTERPRISES (SMES) A STUDY OF PALS WATER, OFFA

Small and medium businesses (SMEs) performance is an organization's capacity to attain a given degree of profitability, product quality, market share, and strong financial outcomes, or to survive over time by employing appropriate strategic activities. This study examines the impact of advertising on small and medium enterprises (SMES). This study has provided deep insights to the fact that advertising is responsible for a large part of the "pull" for a company's products via raising awareness, developing brand personality, establishing brand positioning, and motivating customer demand. The primary research has been done using the quantitative approach, with the help of survey instrument, based on a survey questionnaire population for this study was 20 where total numbers of 20 were sample. The secondary research has been done through the review of previously established literature for achieving the research objectives. It has been recommended that managers of small and medium businesses should use advertising strategy for efficient and successful growing of consumer awareness of their goods, as this will help them sell more and improve their performance. The methodology adopted is survey research design, simple percentage was used to analysis the data.