Key Determinants of Successful Advertising in the Context of SMEs: An Empirical Analysis in Ecuador

Pérez-Campdesuñer Reyner, Sánchez-Rodríguez Alexander (), García-Vidal Gelmar, Martínez-Vivar Rodobaldo and Margarita De Miguel-Guzmán
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Pérez-Campdesuñer Reyner: Faculty of Law, Administrative and Social Sciences, Universidad UTE, Quito, Ecuador
Sánchez-Rodríguez Alexander: Faculty of Engineering Sciences and Industries, Universidad UTE, Quito, Ecuador
García-Vidal Gelmar: Faculty of Law, Administrative and Social Sciences, Universidad UTE, Quito, Ecuador
Martínez-Vivar Rodobaldo: Faculty of Law, Administrative and Social Sciences, Universidad UTE, Quito, Ecuador
Margarita De Miguel-Guzmán: Management School, Instituto Superior Tecnológico Atlantic, Santo Domingo, Ecuador

Review of Marketing Science, 2025, vol. 23, issue 1, 207-229

Abstract: Today there is an almost unquestionable recognition of the impact that good advertising actions could have on sales. However, what is not entirely clear is which variables could favor or limit the impact of advertising actions in the context of micro, small and medium enterprises (MSMEs). In this sense, this research aimed to delve into which variables affect and to what extent they do so in the impact of advertising campaigns on the increase in the results of MSMEs in Ecuador. For this purpose, an analysis of advertising campaigns was carried out in 425 representative organizations of different activities, such as: gastronomy, personal services, clothing trade, food trade or supplies trade; In the same way, the commercialization is carried out in a personal, indirect or mixed way and they use as communication media: Internet, television, press or print media, radio or mixed. The study evaluated variables such as: the level of competition, customer satisfaction, the intensity and quality of the campaign, the capital invested, the stage of the life cycle or the age of the product that is advertised. As a general result, the existence of a direct correlation between the increase in sales and independent variables such as: invested capital, intensity of campaign, customer satisfaction; and a negative correlation with the level of competence and the stage of the life cycle. No differences were found between the different media, the type of activity or the sales mechanism.

Keywords: marketing administration; advertising; micro enterprise; small enterprise (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1515/roms-2024-0062

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