Assessment on Performance Challenges of COVID-19 Pandemic and Management Responses in the Ethiopian Advertising Industry

Abstract

The worldwide stretch of the virus and its effects in economies has been described in various research outputs and other reports. Several academic papers have been published throughout the globe. This research was designed to assess on Performance challenges of COVID-19 pandemic and Management Responses in the Ethiopian Advertising industry; through focusing on ten systematically selected sample advertising companies‘ in Addis Ababa. Using a questionnaire and in-depth interview methods of data collection, data was gathered and analyzed predominantly in a qualitative approach and figures have been also analyzed quantitatively. As the government implemented necessary quarantines and social distancing practices to contain the pandemic, the efforts to reach customers was difficult. Therefore, the business performance challenges of the sample advertising companies has been in a problem for almost one year and half since the pandemic was declared in the country. The data from this survey proved that the business performance in general; sales volume, and the employees‘ job satisfaction have been boldly affected by the pandemic. Most of the respondents suggest that even though sales volume has been increasing at a slower rate after the first six months since the pandemic was discovered, the companies couldn‘t still restore their former sales volumes prior to the pandemic. Even when all the protective measures were handled, the emotional effect the pandemic caused was immense, and as a result employees were too afraid to work in the beginning. The study recommends that the advertising companies should have to be engaged in new marketing strategies and practices such as identifying potential new products and services needed to meet clients‘ needs and expectations in relation with the pandemic, to be tactful and empathetic to consumers' plight, conduct charitable sales promotions, and safeguarding the health of employees and ensure employee and customer safety.