The Role Of Integrated Marketing Communication On The Company Sales Performance: In The Case Of Anbessa Shoe Share Company

Abstract

T he main objective of the study is to assess the role of Integrated Marketing Communication (IMC) on the sales perfo rmance of Anbessa Shoe Share Company and t his includes evaluatin g how various components of IMC such as advertising, sales promotions, personal selling, and direct marketing affect the company's sales outcomes . An explanatory and descriptive research desig n was employed, the research employs a mixed methods approach, utilizing both quantitative and qualitative data collection methods. Primary data were gathered through qu estionnaires distributed to employees across various departments, complemented by in de pth interviews with selected management personnel. Secondary data were also collected from company reports, and websites to enhance the reliability of the findings. The results indicate that effective IMC strategies, including advertising, sales promotions , direct marketing, public relations, and personal selling, significantly influence the sales p erformance of Anbessa Shoe S.C. A total of 140 employees were selected by stratified sampling technique from 21 6 employees of the company, from these 105 were re turned and analyzed. The collected data was analyzed using both quantitative and qualitative methods of data analysis and a statistical package for social science software (SPSS version.25) was used in reviewing secondary data sources, taking sales perform ance as a dependent variable and elements of IMC as the explanatory variables . The study highlights that while the company has established a solid marketing foundation, there are opportunities for improvement in integrating these communication channels to create a more cohesive marketing strategy. Based on the findings, the study recommends that Anbessa Shoe S.C should enhance its IMC efforts by fostering better coordination among its marketing channels, investing in employee training on IMC practices, and leveraging digital marketing tools to reach a broader audience. Additionally, engaging with ex ternal stakeholders, could provide valuable insights and support in refining their marketing strategies