This study examined the influence of advertising on the buying behaviour of consumers towards newly introduced products (Delidawa & Madish) manufactured by Ajinomoto Foods Nigeria Limited. The study utilized data obtained from 550 respondents selected from various streets within Maiduguri, Borno State, Nigeria. A cross-sectional survey research design was adopted, with structured questionnaires administered to respondents at a single point in time. The collected data were analysed using descriptive statistics and multiple regression analysis. The findings revealed that television advertising exerts a positive and statistically significant influence on consumer buying behaviour. In contrast, radio advertising was found to have a negative but statistically significant effect, whereas outdoor advertising did not exert any statistically significant influence on consumers’ buying behaviour towards Delidawa and Madish products in the Maiduguri Metropolitan Council. The study concludes that although advertising, particularly through television, plays a crucial role in creating product awareness, stimulating consumer interest, and generating purchase intentions that ultimately result in product demand, consumer buying behaviour is also influenced by other determinants such as product quality, price, income level, demand elasticity, consumer taste, and related factors. Consequently, the study recommends that Ajinomoto Foods Nigeria Ltd should increase the frequency of its television advertisements, as this is likely to further improve consumer buying behaviour towards its new products.