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Asres Abitie's Blog
First of all I am very glad to enjoy this free discussion. As far as marketing is concerned, I have been contemplating about the advertising scenario in Ethiopia even before this wonderful invitation to speak something on it is initiated. That is by comparing my theoretical sophistication and what I actually observe on the addressed issue.
To start with, most advertisers in Ethiopia solely focus on “TV” and prefer often to transmit the message musically. Sometimes what is said is no more than a melodious music rather than capturing and transmitting the core idea intended for. From the beginning there is a mismatched media selection that is not paralleled with the country’s situation regarding access to media type. More than 85% of the country’s population which is supposed to hold the major potential market is in rural areas having difficulty of access to TV, Radio, newspapers and the like. So, exerting emphasis on frequency of advertising on the spot without giving weight to media type selection, ‘reaches’( number of customers having exposure to the ads), measurability or impact of the ads and desirability of the message is a naďve assumption.
Besides, the poor media selection, the actual ads being made are confusing. That is, what is advertised (the message already transmitted) and what is supposed to be transmitted are two different unrelated things. In general, I can say that in most of the ads made in Ethiopia, mission of ads is not yet met. This may attribute to the non-existence of professionals in advertising arena. There is no doubt on my side that the advertising scenario needs radical reformation taking in to account the economic situation of the country and the awareness level of potential viewers.
In conclusion, I want to stress the fact that ads effectiveness in Ethiopia is an imagination rather than a reality. So, the shift to other alternative advertising media is unquestioned answer depending on the culture, awareness state, living standard and the general economic environment . So, the need for radical transformation is not debatable in my opinion to hit the target of succeeding in the fierce market situation being entailed by the so-called free market economic system in the country currently.
Thanks,
By: Asres Abitie
MBA, year I Student
January, 2007!
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January 11th, 2007 @ 2:47AM |
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