Abstract:
The aim of this paper is to research the impact of Media Ads on consumer brand choices by
taking evidence from customers of Wegagen Bank in Jimma town. The research was analyzed the
relationship between bank customers ' dependent variable brand preference decisions and the
independent variables of ' Media Advertising styles, consumer perception and consumers buying
behavior. The data was analyzed and presented using descriptive statistical tools (SPSS).The
researcher chooses participants from Bank customers. A ended structured questionnaire was
sued to collect data, the total population was 29,085 and the total sample size 320 were selected
using convenience sampling techniques.. The study was found that WB uses advertising
strategies namely printing, broadcast, outdoor and social media. Through those advertising
strategies have been able to attract more consumers. The findings of the study showed that
descriptive were consistent as both objective of advertisement and broadcast media assumed
higher effect on consumers buying behavior. Accordingly, the study concludes demographic
factors, media selection and advertisement objective influencing consumer buying behavior in
the WB. Finally, I recommend WB to focus on using broadcast media than others, persuasion
advertisement objective to be more on persuasion, content attractive enough for educated, youth
and middle age customers.
