SECTOR 2 2.11 The advertising market is large enough to support a diversity of media outlets. The way it works “makes you feel like a beggar” Marketing in Ethiopia is still in its infancy, with the exception of very few companies. Because there is not enough demand for goods in the market and little buying power, advertising is mostly seen as a luxury or a public relations exercise. Some big state-owned enterprises like the Commercial Bank of Ethiopia, Ethiopian Shipping Lines and Ethiopian Airlines, which do not really need to advertise due to their market dominance, are frequent advertisers and sponsor various programmes in the broadcasting sector. The few institutions that do use marketing seem to have no real strategy for placing their advertisements. The way it works “makes you feel like a beggar”, as one panellist from the media put it. The panel was divided in its assessment regarding this indicator, with widely differing views on whether the advertising market in the country is large enough to support a diversity of media outlets. Scores: Individual scores: 36 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator 5 Country meets all aspects of the indicator Average score: 3.3 Average score for sector 2: 2.8 AFRICAN MEDIA BAROMETER ETHIOPIA 2010