The Role of Media in Integrated Marketing Communications frame Work: Assessment of how it Works in Branding Ethiopia.
| dc.contributor.advisor | Samson Mekonen(PhD) | |
| dc.contributor.author | Abiy Habtamu | |
| dc.date.accessioned | 2023-12-25T13:30:09Z | |
| dc.date.available | 2023-12-25T13:30:09Z | |
| dc.date.issued | 2022-09 | |
| dc.description.abstract | The intention of the paper is to examine the extent to which the role of media in integrated marketing communication implemented to brand the nation and the image of the country positively perceived in the eyes of the world with regular promotional organizations, investment agencies, national tourism organizations and embassies follow the principle of synchronization that characterizes an integrated marketing communications approach in the Ethiopia contemporary politics.Concerning the research gap, on previous related studies, Scarcity of research papers on the area was widely experienced. There is very little research conducted on nation branding at the time in Ethiopia in general and particularly in the Ethiopian Ministry of Foreign Affairs (MOFA). There is little or no research into integrated marketing communication and nation branding rather than marketing approaches.The study applied a qualitative research approach aiming at getting a deep understanding of the phenomena. The results of the research are principally valid to the consequent research questions. Based on the main finding of the study, the Ministry of foreign affairs (MOFA) is chiefly applying planned sources of messages in the process of branding the nation. Furthermore, unplanned sources (other agents such as activists, Diaspora communities and citizens of other countries have been found as a key player in nation branding and country image.Accordingly, based on the findings of the study, below are recommendations suggested by the researcher. MOFA must look for more effective ways to use the planned sources of brand messages in its nation branding practices and experiences and there should be a proper utilization of mass Medias and advertisements to brand the country and MOFA‘s connection with the Medias should go beyond giving a weekly press release. Therefore the mass media including Internet, television, radio, billboards, and other forms of mass communications should be properly utilized. | |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/1166 | |
| dc.language.iso | en | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Marketing Communication and nation branding | |
| dc.title | The Role of Media in Integrated Marketing Communications frame Work: Assessment of how it Works in Branding Ethiopia. | |
| dc.type | Thesis |