The Effectiveness of Marketing Communication Channels: The Case of Ethiopia Commodity Exchange
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Date
2011-06
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Addis Ababa University
Abstract
Marketing without price information is intangible. Ethiopia Commodity Exchange has
been striving to disseminate market information for buyers and sellers for the last two
years. The study embodied questions aimed at assessing the effectiveness of the media
channels used for market information by Ethiopia Commodity Exchange. In order to
seek answers to these questions both quantitative and qualitative research
methodologies were employed through questionnaire and in-depth interview. These
data were then analyzed thematically in order to sieve out the information that did more
appropriately tally with the inquiry at hand. It was found out that television, mobile
phone and the radio medium constituted the most widely used array of media genres.
All the same, lack of clarity, precision, and consistency of messages impeded the extent
to which the customers comprehended the messages. Moreover, literacy levels and
language issues were also among factors that did affect the effectiveness of messages
communicated because of the fact that farmers were not educated and could not fathom
messages presented in Amharic as much as they should. Also, the use of new media
such as the Internet which could be thought of extremely complicated did not prove to
be effective as it needs a higher level of literacy as well as basic computer skills. While
the use of multi-channel communication is a commendable endeavor, factors pointed
out above need to be considered to attain higher level of effectiveness such as by toning
down the messages in a way that fits the level of these customers.
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Marketing Communication