The effectiveness of the advertisement and promotion for Internet advertising is primarily important for long and short-term effectiveness of marketing strategy (Tellis, 2009; Hanssens, 2009).

Traditionally, the main forms of communicating with the general public are through television, magazines, newspapers, direct mail and radio. The drawback of all of these methods is the lack of provision to directly deal with a specific group of individuals (Scott, 2010, p. 6).

The Annual National Assessment (ANA) is a summative assessment of the knowledge and skills that learners are expected to have developed by the end of grades 1 to 6 and 9.

The present study is an attempt to understand different business and marketing strategies adopted by the small IT firms during global economic recession