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

Publication Date


Document Type


Student Type


Degree Name

Print Media (MS)

Department, Program, or Center

School of Media Sciences (CIAS)


Chris Bondy

Advisor/Committee Member

Patricia Sorce


Physical copy available from RIT's Wallace Library at HF5718 .H86 2014


RIT – Main Campus

Plan Codes