The practices and Challenges of Integrated Marketing Communication in Ethiopia: Companiesand Media Institutions Perspective

These days demand organizations to think of their image building and nurturing it to sustain in the tough competitive market. Among other efforts, a company needs to follow integrated marketing communication to deliver a consistent message about its vision, mission and values across the board to create favorable attitude of the target market. Companies may be required to use creative ads and promotion strategy. This paper is an attempt to look into organizations’ prospects and challenges in the implementation of promotion mix in Ethiopia. The companies addressed in the research are fast moving goods manufacturers and dealers and the product category includes cosmetics, soaps and detergents. The research approach employed to address these companies is through qualitative approach using interview and the result indicates that integrated marketing communication is implemented in a loose sense and there are a lot of bottlenecks and challenges facing the industry. Suggestions for future research are also provided in the paper.