Title: Gathering perceptions of Soweto small business owners on advertising in black townships in South Africa

Authors: Louise Van Scheers, Simon Radipere

Addresses: School of Business Management, University of South Africa, PO Box 329, Unisa 0003, South Africa. ' School of Business Management, University of South Africa, PO Box 329, Unisa 0003, South Africa

Abstract: As more money is invested in the redevelopment of Soweto, a black urban residential area in South Africa there has been a growth in the number of small businesses starting up in the area. This increase in small businesses has seen an increase in competition amongst businesses. Advertising has been seen as a means to aid these small businesses to differentiate them from the competition. Results from this investigation revealed new ways in which small businesses operating in changing the Soweto business environment can advertise and which advertising mediums are most effective.

Keywords: advertising mediums; door to door; internet; newspapers; pamphlets; radio; posters; signboards; small business owners; Soweto; wall painting; South Africa; black townships; entrepreneurship.

DOI: 10.1504/JGBA.2008.019941

Journal for Global Business Advancement, 2008 Vol.1 No.4, pp.445 - 458

Published online: 16 Aug 2008 *

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