Abstract Applying the AIDA model, the influence of traditional media advertising on consumer purchase of local rice in Ebonyi State was investigated. The research objectives were to ascertain the influence of television advertising on consumer purchase of local rice in Ebonyi State, determine the influence of radio advertising on consumer purchase of local rice in Ebonyi State and ascertain the influence of billboard advertising on consumer purchase of local rice in Ebonyi State. The study used survey research method. The population of the study comprises residents of Abakaliki urban. However Taro Yamane formula was used to arrive at the sample size of 400. The data were presented in simple percentage analysis while the simple linear regression was used in testing hypotheses. The findings revealed that television advertising has a significant influence on consumer purchase of local rice in Ebonyi State. Also, radio advertising was revealed to have a significant influence on consumer purchase of local rice in Ebonyi State. Finally, it was revealed that billboard advertising has a significant influence on consumer purchase of local rice in Ebonyi State. Hence, it was recommended that radio, television and billboard advertising campaigns should be conducted to persuade consumers to patronize locally produced and packaged rice.