IMPACT OF INTEGRATED MARKETING COMMUNICATIONS ON THE COMPANIES’ SALES PERFORMANCE . (IN THE CASE OF TIKUR ABBAY SHOE SHARE COMPANY )

Abstract

The need for an organization to properly coordinate its marketing communications strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven in the company .The study is aimed at examining the impact of integrated marketing communication on the company sales performance in the case of Tikur Abbay shoe share company. This study therefore examined the integrated marketing communication tools commonly used by the companies under study in boosting their sales performance; established how Integrated Marketing Communications save time, money and stress. The study had a population of 75 officers in TASSCO , out of which a sample size of 63 top level management, middle level management, lower level management and key employee. The top management staff, middle level management staff and key employers were used because they have the adequate and relevant knowledge of the subject matter. The study made use of primary and secondary data. A total number of 63 copies of the questionnaire were distributed while 54 copies were collected. The descriptive research design was adopted for the study. Three hypotheses were tested using Chi-Square (X2) and Pearson’s Product Moment Correlation Coefficient. The result of the analysis revealed that there was significant relationship between Integrated Marketing Communications and companies’ sales in the case of tikur abbay shoe share company. The study further showed that Integrated Marketing Communications save time, money and stress. It is concluded that integrated marketing communication is more than the coordination of companies’ outgoing message between different media. To this end, the study recommended that Tikur Abbay shoe share company should develop their integrated marketing communication programs in association with changes in order to cover the gaps created by changes