This study examined the impact of advertisement on consumer brand preference. The total population of the study is 4,000 while the sample size of 400 was choosing using Slovin’s formula. The Survey approach research design was adopted for this study. Data were collected with the use of structured questionnaire, presented and analysed with tables and simple percentage method. The Statistical Package for the Social Sciences (SPSS) and Chi-square were analytical tools used. The hypotheses were tested using ANOVA and Chi-Square. The test revealed preliminary findings, that: Advertisement plays a significant role in creating a positive brand preference among the telecommunications consumers in Nigeria: There are significance constraints against the development of advertisement in Nigeria: There is justification for the huge amount being spent on advertisement by telecommunications companies in Nigeria. The study concluded that Advertisement is a formidable tool in building consumer brand preference and loyalty in telecommunications industry. The following recommendations were made in relation to the findings: (i) Telecoms companies should make adequate budget for advertisement planning and campaigns. (ii) Consumer’s buying behavior should be continuously observed while preparing the advertisement messages with a view to influencing their choices and well as building a strong and positive brand preference. (iii) Advertisement as a promotional mix should be used to build, retain and maintain consumer brand preference which will lead to long term consumer loyalty to the company.