Rakesh BelwalBusha Temesgen2021-02-232023-11-042021-02-232023-11-042007-03http://etd.aau.edu.et/handle/123456789/25211Submitted in Partial Fulfillment to the Requirements of Master in Business AdministrationThis paper tries to examine the major changes in print media advertising, particularly newspapers and the accompanying challenges ,jn Ethiopian case expressed in terms of how the message structure dimensions: order of presentation, conclusion drawing, message sidedness, refutation, and verbal versus visual message characteristics are employed. It also looks at the changes in the newspaper ads in relation to the advertising message components: h eadline, copy and illustration . In addition, the paper tries to assess the ads and the advertising appeals used. Data obtained mainly through observation of a sample of six issues per year for six types of both private and public newspapers is analyzed in a comparative approach. The outcome of the study shows that newspaper ads observed in Ethiopia do have many things which conform to the concepts developed in marketing by different scholars.enAdvertising TrendsPrint MediaThesis