Mesfin, Tewodros (PhD)Ermyas, Saba2019-11-082023-11-042019-11-082023-11-042019-06http://etd.aau.edu.et/handle/123456789/20025Advertisement plays a major role in building, creating and sustaining brands. It helps marketers in persuading, informing and reminding both potential and existing customers towards making a purchase decision. It contributes in shaping dreams and aspirations of consumers and helps them make conscious product and brand decisions. This study aims to explore the effects of advertising on consumers purchasing decision of packaged-foods in Addis Ababa. The research adopted deductive research approach and quantitate research methods. 384 close ended questionnaires were distributed to consumers of supermarkets in Addis Ababa out of which 331 questionnaires were collected and analysed. The respondents were selected using simple random sampling. Questionnaires were distributed to walk-in consumers on a random basis giving all consumers of the supermarkets equal chance of being selected. The data were analysed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regression with the help of SPSS version 20.0. The findings revealed that there are positive and significant relationships between characteristics of advertising messages, source of advertisement, media used for advertising and purchasing decision. Among media used for advertising, television is the most powerful media in influencing purchasing decision. Moreover, the finding indicated 45.4% of purchasing decision is explained by advertising. Finally, this study recommends actions for companies in tailoring their advertising strategies to stand out of the intense competition in the market for an increased sales volume and market share and earn good value for money.en-USAdvertisingTelevision AdvertisingPurchasing DecisionThesis