| Abstract: | The study assessed advertizing practice and challenges of lion international Bank S.C in Addis
Ababa, Ethiopia. In the era of globalization where free-market economic system operates and
extremely competitive market environment prevails in most countries of the world, advertising
has paramount importance in both private and public sectors. More than ever before, advertising
has become an integral part of the social and economic systems of most societies in the world.
Cognizant of the importance of advertising, business organizations use appropriate advertising
strategies and methods to effectively and efficiently communicate with customers in different
financial institutions, including Ethiopia. The sample populations of the study were the ten
branches of Lion International Bank in Addis Ababa City selected by using probability (stratified
sampling method). Quantitative research approach and probability sampling method (simple
random sampling) had been adopted in selecting a sample size of 400 by applying tables. Data
were collected using structured questionnaire and analyzed using SPSS 21 and descriptive
research design was used. The results of the study revealed that media ads were the most
important sources of information; and the types of media ads (broadcast, print media & outdoor
ads) have significant effect on consumers’ buying behavior. The findings showed that from this
result, we might deduce that the findings showed that TV has the most powerful influence on
consumers’ buying behavior due to the combinations of audio-visual presentations. The
informative ads, geographical location, its slogan and the brand name were the imperative factors
that motivated consumers to respond to Lion International Bank’s media ads. |
