Browsing by Author "Negassi, Arsema"

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    The Effect of Integrated Marketing Communication Elements on Brand Awareness of Habesha Beer
    (Addis Ababa University, 2020-06) Negassi, Arsema; Mesfin, Tewodros (PhD)
    Marketing communications is used by companies to build shared meaning with the stakeholders of brand. Integrated Marketing Communication tools serves as a major tools in creating product awareness and condition the mind of potential consumer to take eventual purchase decision. This study was conducted to identify effect of Integrated Marketing Communication elements on Brand Awareness at Habesha Beer. Based on applicability of components of IMC, three dimensions of IMC were used. These dimensions include advertising, sales promotion, and personal selling. The study has targeted the consumers of Beer in Addis Ababa which were uncountable. Sample size was determined to be 384. The study followed convenience sampling method in the place where the consumers where enjoying their beer. Data were collected from primary sources through questionnaire and analyzed through both descriptive and regression methods. The descriptive analysis was conducted by using mean and standard deviation and the regression analysis was conducted by using Ordinary Least Square regressions method. The result indicated that IMC has positive effect on brand awareness of the beer. Advertising, sales promotion, and personal selling has positive effect on brand awareness about the beer