Marketing Management

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Browsing Marketing Management by Subject "advertisement"

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    Effect of Alcoholic Drink Promotion Ban on Performance the Case of St. George Brewery
    (Addis Ababa University, 2021-10) Tilahun, Marta; kebede, Hailemariam (PhD)
    Beer companies in around the world employed diversified broadcast media, such as television, radio, social media platforms and other graphic media in order to advertise and sponsor their goods. In most cases there have been tendencies to ban alcoholic drinks advertisement and promotions which directly or indirectly affects the performance of these brewery companies. The government of Ethiopia also enacted a proclamation which ban alcoholic drinks advertisement and promotion ban. The researcher assessed the relationship between alcoholic drinks advertisement and promotion ban and performance of the company. This study investigated effects of alcoholic drinks advertisement and promotion ban on the performance of St. George Brewery. The researcher used a mixed data collection methods study queries were administered to 120 respondents (interview for 6 and questionnaires to 114 respondents). Descriptive analysis and inferential statistical technique as well as qualitative method of research is employed to answer queries about the feature of occurrence with the tenacity of describing them from the respondents’ point of view was employed for data analysis and interpretation. The study end result presented that there was a substantial association between independent variables (alcoholic drinks advertising and promotion ban, restriction on alcoholic drinks distribution and alcoholic drinks sponsorship restriction) and a dependent variable (performance of St. George Brewery). Thus, the study recommended the brewery company should employ a new advertisement and promotional strategies in order to reach its customers more