Advertising is a form of communication intended to convince an audience (viewers,rnreaders or listeners) to purchase or take some action upon products, information, orrnservices etc. This paper investigates the relationship between independent variables whichrnare media factor, message factor, and source factor with dependent variable, airlinernpassenger preference, by tapping the responses of 390 respondents from Ethiopian Airlinesrninternational passengers. To achieve the objectives of this study descriptive survey andrnexplanatory research design was used. Data was collected through questionnaire from arnsample of 390 passengers that were selected using convenient sampling method for thernidentification of respondents. The data collected from the questionnaire were analyzedrnusing statistical tools such as mean, standard deviation, correlation, and multiplernregression analysis. The results of this study indicate that, advertising dimensions such asrn(media factor, message factor and source factor) have positive and significant relationshiprnwith airline passengerâ€™s preference. The finding of the study indicates also that passengersrnwere most satisfied with the advertising dimension. The results also indicate that, the threernadvertising dimensions (media factor, message factor, and source factor) have positive andrnsignificant effect on airline passengerâ€™s preference. Furthermore, the aforementionedrnadvertising dimensions significantly contribute 56.9% to prefer Ethiopian Airlines ratherrnthan other Airlines. Based on the findings of the study, the researcher forwards soundrnrecommendations. Finally, Ethiopian airline has to reassess its advertising as much asrnpossible SMARTER objectives