An Investigation of Factors Important in Media Use and Strategy by Small Scale Business Enterprises- a Case Study of Nairobi Central Business District

Abstract

The study sets out to analyse ad investigate the important factors in media use and strategy by small scale business enterprises. The study focusess on small business enterprises operating withitfthe Nairobi Central Business District. The study critically examines the concept of media use and strategy. It lays emphasis on the classification of media. The main players in media use, the factors important in media use and strategy and the challenges in media strategy decisions. The study concludes that media strategy is an integralpart of the success of small scale business enterprises. Small business managers should take into consideration the cost of media the target audience, consumer purchase behaviour, Impact of media and sales potential as critical factors in media use and strategy. The study finally recommends that training, research, financial support, and strategic focus are critical ingredients for the success of small business enterprises.