Access and Use of Communication Professionals in Advertising for Banking Industry; The Case of Three Banks in Addis Ababa.
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Date
2018-06
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Addis Ababa University
Abstract
Banks in vest hi gh budget for advertisement. To get proportional promotiona l bene fi ts fro m
the in vested adverti se ment bud ge t, it is adv isa bl e t hat advertise ment sho uld be prepared by
professio nals. In ord er to do so, the work in g e n viro nm ent of bank in g adverti se ment and the
access a nd us e of Communicati on Professio nals in th e prod uction of advertisi ng fo r the
ban k in g indu st ry needs to be in ves ti gated . The aim of the stud y is to in vest igate the access
and use of Communi cation Profess ional s and wo rk in g enviro nm e nt of banking adverti seme nt
in the production of ad ve rti s in g f or the bank in g industry. Amo ng th e 18 Bank s, Comm erc ial
Bank o f Ethi opi a, Zemen Bank and Lion Internatio nal Bank were se lected . The stud y
e mployed m ixed re search m e th od and 100 key respond ents were se lected usin g purp os ive
sampling. The quantitative s urvey qu es tionnaire was anal yzed us ing SPSS and presented in
terms of descripti ve stati s tics. Th e qualitati ve in-d epth in terview was thematicall y analyzed .
Resu lts indi cated that Banks use gu ide lin es to lead t heir advertis in g production pro cess w it h
strong level of agree me nt w hi c h is the mea n resu lt of 3.69. Thi s showed a managements
approve a d ve rti sement bud get properly (M=3.85). T here ex ist a needed fo r se n ior
manageme nt ap pr oval in each production stage (M=3.2 8). It was fo und that o nl y a few (2.2
%) of Communication Professionals were used in banks and the task of p roduci ng
advert isem ents were ha ndl ed by professionals who had hu s in ess a nd marketing educatio nal
background. Thus, it was found that the bank in g industry had less accessibiliy and use of
Com municati o n Profess io na ls for ad ve rtise me nt production.
Based on the findings, some recommen dations were forwarded.
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Keywords
Access and Use of Communication, Advertising for Banking Industry