Almost everyone grows up in a world which is flooded with the mass media, example: music, internet, video, Billboard, magazines, movies, music, internet and newspapers. (Latif & Abideen, 2011) of all the marketing weapons, advertising is renowned for its long lasting impact on viewers mind as its exposure it is much broader (Kate, 2007).

Advertising is a subset of promotion mix which is one of the 4ps in the marketing mix i.e.product, price placed and promotion. As a promotional strategy, advertising serves as major tool in creating product awareness in the mind of a potential consumer to take eventual decision.

Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass research. It can influence not only the individual attitude, behavior, lifestyle, exposure and the long run, even the culture of the country (Latif & Abideen, 2011).

Instant noodles market in Nigeria has been proliferated in recent times. Instant noodle was a foreign food brand in Nigeria. Its origin could be traced to Asian countries and its arrival in Nigeria market and decade and some years back had sparked off overwhelming interest in the instance food Brand. It has become one of the most sought after food brands amongst children and young adult in the country. As a result of several manufacturers who saw the image market potential in the sector have joined the pioneer manufacturer; delimited foods industries LTD, makers of indomie brand in a cutthroat competition.

Therefore, noodle market in recent times has produced competition more than any other segment of the market. Over a dozen brands of instant noodles have been launched into the Nigerian market in the last few years.

The market expansion is attributed to the success recorded by the pioneer brand indomie. In the last five years, brand like Tummy-Tummy, Chikki-Chikki, Indomie, Sum-yam, Golden Penny, Dangote noodle have been introduced to compete for the market share.

Therefore, this research study seeks to examine the effect of advertising on consumer preference on selected instant Noodle in Umuahia, Abia State.

It also seeks to find out how consumers have responded to the advertisement of these brands. Whether their level of education affects the way they perceive these adverts, why they prefer their favorites brand and which advertising medium has the most impact on them. Also considering the huge amount of money spent on advertising companies needs to know if their advertisement is effective or not.

In order to achieve the above, this study has focused attention on three selected instant noodles brands namely: Indomie, Tummy-Tummy, and Golden Penny Noodle. Indomie is made by De United Foods Industries LTD, Tummy-Tummy by Tummy-Tummy Foods Industries LTD, and Golden Penny Noodle by Floor Mills Nigeria Ltd.