Access And Use Of Communication Professionals In Advertising For Banking Industry The Case Of Three Banks In Addis Ababa.

Journalism And Communication Project Topics

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Banks in vest hi gh budget for advertisement. To get proportional promotiona l bene fi ts fro mrnthe in vested adverti se ment bud ge t, it is adv isa bl e t hat advertise ment sho uld be prepared byrnprofessio nals. In ord er to do so, the work in g e n viro nm ent of bank in g adverti se ment and thernaccess a nd us e of Communicati on Professio nals in th e prod uction of advertisi ng fo r thernban 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 accessrnand use of Communi cation Profess ional s and wo rk in g enviro nm e nt of banking adverti seme ntrnin 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 ialrnBank o f Ethi opi a, Zemen Bank and Lion Internatio nal Bank were se lected . The stud yrne mployed m ixed re search m e th od and 100 key respond ents were se lected usin g purp os ivernsampling. The quantitative s urvey qu es tionnaire was anal yzed us ing SPSS and presented inrnterms of descripti ve stati s tics. Th e qualitati ve in-d epth in terview was thematicall y analyzed .rnResu lts indi cated that Banks use gu ide lin es to lead t heir advertis in g production pro cess w it hrnstrong level of agree me nt w hi c h is the mea n resu lt of 3.69. Thi s showed a managementsrnapprove a d ve rti sement bud get properly (M=3.85). T here ex ist a needed fo r se n iorrnmanageme nt ap pr oval in each production stage (M=3.2 8). It was fo und that o nl y a few (2.2rn%) of Communication Professionals were used in banks and the task of p roduci ngrnadvert isem ents were ha ndl ed by professionals who had hu s in ess a nd marketing educatio nalrnbackground. Thus, it was found that the bank in g industry had less accessibiliy and use ofrnCom municati o n Profess io na ls for ad ve rtise me nt production.rnBased on the findings, some recommen dations were forwarded.

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Access And Use Of Communication Professionals In Advertising For Banking Industry The Case Of Three Banks In Addis Ababa.

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