Sell phone industries have become more competitive, it msakes the providers communicate their product  and service more intensively. Consumers face many brand choices. This research aims to analyze the influence of advertising effectiveness which can improve the attitude toward the brand of prepaid Sim Card. The advertising effectiveness can be enhanced by selecting the appropriate media contexts and
creative of advertising. The Research problem is to know how to improve the advertising effectiveness from the media context and creativity point of view that influences the attitude toward the the brand. Base on this case, a theoretical model and six hypotheses are accomplished to be tested using the Structural Equation Model (SEM).