Integrated Marketing communication is an integral factor in the success of any firm and therefore a great deal of professionalism is required to apply IMC. Nowadays the Ethiopian banking industry is in a stiff competition against each other to dominate the market. Therefore, the aim of this study is to investigate the practice and effect of integrated marketing communication strategies on the performance of CBE, Dilla city branches. The study used descriptive and explanatory research design and quantitative research approach. Census was used a total of 159 respondents from marketing and other staffs of CBE, Dilla citybranches. Primary data was collected using self-administered questionnaires for analysis. Statistical Package for Social Science (SPSS 20) and STATA 14 version was used to process and manipulate the data into the desired analyses. Both descriptive and inferential were used to analyze the data. From Descriptive statistics table, percentage, means and frequencies, while inferentially statistics such as Pearson correlation and regression was used. The results of the study shows that the CBE Dilla city branches uses the integrated marketing communication tools such as advertising, sales promotion, direct marketing, public relation and personnel selling to enhance performance of the bank. However, the bank did not work on providing information about the usage of ATM and its advantage. In addition the bank does not implement sales promotion for the purposes of branch expansion and did not use public relation to increase sales and to improve customer loyalty. Multiple linear regression model result shows that, advertisement, personal selling, sales promotion, public relation has a positive significant effect on the market performance the bank respectively. However, direct marketing has negative and statistically significant relationship with the bank’s performance. Therefore, CBE in general and Dilla city branches in particular should effectively use integrated marketing communication tools to enhance performance of the bank

{"references": ["HAIMANOT YITNA, (2023). THE PRACTICE AND EFFECT OF INTEGRATED MARKETING COMMUNICATIONS ON PERFORMANCE OF COMMERCIAL BANK OF ETHIOPIA (INTHE CASE OF DILLA CITY BRANCHES)"]}