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
