The Practice of Integrated Marketing Communications: The Case of Ethio Telecom
| dc.contributor.advisor | Gebru, Amanuel (Phd) | |
| dc.contributor.author | Masresha, Metages | |
| dc.date.accessioned | 2020-08-06T10:10:40Z | |
| dc.date.accessioned | 2023-11-08T13:39:07Z | |
| dc.date.available | 2020-08-06T10:10:40Z | |
| dc.date.available | 2023-11-08T13:39:07Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | Now a days, integrated marketing communication is becoming a necessary condition for the existence of an organization. Knowing its immense value, many organizations of the world have been practicing for their marketing communication purposes. The intent of this study was to explore the practice of IMC in ethio telecom. To this end, the researcher employed qualitative research approach and in regard to generating data from interviewees, an in-depth interview, document analysis, and observation were conducted. Accordingly, an in-depth interview was conducted with purposively selected staffs, company’s profile document was reviewed and personal observation was conducted. The findings of this research indicated that digital marketing, sales promotions and sponsorship are the most widely utilized MC instruments. On the other hand, public relations, trade shows and packaging are not extensively and frequently exploited. The utilization of personal selling and direct marketing is limited to key account customers and it is not inclusive of all customers to an individual level. The entire level of practice of IMC from the perspective of stages of IMC framework in ethio telecom is slow moving. In stage one, integration of all marketing communication instruments to provide a consistent message for audiences is not full-fledged. In stage two, there is no regular assessment conducted on customers about IMC practices. As to stage three, there is utilization of ICT for the marketing communication activities. Call center service and social media are mostly utilized channels. Stage four has not yet attained that there is no measuring return on customers about IMC. Staffs have positive perceptions towards the implementation of integrated marketing communications in ethio telecom explaining their agreement that IMC has much benefit in saving resources, making easy work relations as well creating integrity with various stakeholders. As to the impediments of practicing IMC, the monopoly nature of the company, absence of marketing communication plan and lead time, presence of technical jargons, and lack of technical trainings were baldly mentioned by interviewees. This study finally recommended that the entire integrated marketing communication activities should be conducted on the basis of comprehensive planning and structural flaws shall be ameliorated. Moreover, frequent assessments about marketing communication activities on customers shall be made. Lastly, the researcher suggested further study on examining the effectiveness of marketing communication instruments, and integrated marketing communication for employee motivation. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/22026 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | AAU | en_US |
| dc.subject | Communication, Integrated Marketing communication, marketing communication instruments, stages of Integrated Marketing communication Framework | en_US |
| dc.title | The Practice of Integrated Marketing Communications: The Case of Ethio Telecom | en_US |
| dc.type | Thesis | en_US |