Atitegeb Adisu,2024-04-162024-04-162023-05http://10.194.1.109:8080/xmlui/handle/123456789/1832Theprimaryobjectiveofthisstudywastoanalyzetheeffectsofadvertisingonconsumers’ buyingpreferenceofSMARTMobileinwolkite,Ethiopia.Aquantitativeapproachwasusedin thisresearch.Inordertocollectprimarydata,astructuredquestionnairewaspreparedand giventothecustomersofSMARTMobileusingaconveniencesamplingtechnique.Outofthe distributed384questionnaires,362werevalid.Tomeasuretheeffectofadvertisingon consumers’buyingpreference,thesourcefactor,themessagefactorandthechannelfactor ofadvertisingwereconsidered.Fromthefindingsofthisstudy,itwasfoundoutthatthe sourcefactor,themessagefactorandthechannelfactorofadvertisinghavepositiveand significanteffectsofupto57.7%ontheconsumers’buyingpreference.Theresultfurther indicatedthatthechannelfactorhasthehighestpositiveandsignificanteffectonconsumers’ buyingpreference.Thisimpliesthatmarketingmanagersneedtogivemoreemphasisand dueattentiontoallthethreevariablessincetheyinfluenceconsumers’buyingpreference significantly,sothatthecompanycouldincreaseitsmarketshareandstayinthemarket competitively.enThesis