The evolution of media communication formats and the focus on personalized customer interactions has created the need for effective planning and deployment of information from business to consumer. Research suggested that the area of communication media, formal marketing planning, and data collection are still in its early stages for small businesses.
This research targeted 850 small businesses in New Hampshire aimed to enhance knowledge of small business marketing habits. The analysis of the survey data found that communication habits had an emphasis on low cost options with low integration of formal planning. Data collection also posed an issue for small businesses as participants gathered data in low frequencies.
The researcher concluded that small businesses focus on internal usage of resources when developing plans and deploying communication to clients. Furthermore, the researcher introduced the concept of an integrated application to promote planning, data collection and Cross Media communication for small businesses.
Library of Congress Subject Headings
Business communication--Planning; Small business marketing; Electronic publishing; Interactive multimedia
Print Media (MS)
Department, Program, or Center
School of Media Sciences (CIAS)
Hunter, Rockie A., "Cross Media Communication Planning for Small Businesses" (2014). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus