Komunikacija predstavlja mehanizam egzistencije ljudskih odnosa. To je proces pomoću kojeg ljudski odnos postaje čin, ona osigurava razmjenu informacija, ideja, emocija i iskustava što je jedan od bitnijih uvjeta zasnivanja, kreiranja i reprodukcije ljudskih odnosa. Iako je oglašavanje oduvijek bilo prisutno, tijekom godina je njegova važnost samo rasla i još uvijek raste. Mnogi autori oglašavanje nazivaju ekonomskom propagandom a smatraju da ono predstavlja plaćeni, masovni oblik komunikacije specifičnih sadržaja sa ciljem informiranja, podsjećanja i poticanja potencijalnog kupca na akciju u odnosu na određenu ideju, proizvod ili uslugu. U današnje vrijeme, oglašavanje se smatra ključem uspjeha, organizacije koje u oglašavanje ne ulažu dovoljno novca i resursa osuđene su na propast upravo zato što neće biti primijećene zbog goleme konkurencije na današnjem tržištu. Kako bi se oglašavanje uspješno provelo, oglašivači moraju definirati tko su njihovi ciljani kupci te razlučiti koji će medij najbolje dovesti njihov proizvod ili uslugu do izražaja. Oglas mora i treba komunicirati informacijama, dati objašnjenje, stvoriti interes, mijenjati stavove i konačno utjecati na ponašanje. Problematika rada je usmjerena ka definiranju pojma oglašavanja, njegovih ciljeva i funkcija, odabir najprimjerenijeg medija oglašavanja i definiranje medija, te strategijom oglašavanja i na naposljetku apelima oglašavanja. U radu je istaknuto koliko je bitno da organizacije konstantno privlače pažnju kupca na svoj proizvod na inovativne i jedinstvene načine upravo zato što danas ljudi posvećuju sve manje pažnje na oglase i teže ih je pridobiti jer ih se ''bombardira'' oglasima sa svih strana

Communication is the mechanism of existential human relationships. It is a process by which human relationships become an act, it provides the exchange of information, ideas, emotions and experiences, which is one of the most important conditions for the creation and reproduction of human relations. Although advertising has always been present, over the years its importance has only increased and is still growing. Many advertising authors call it economic propaganda and consider it to be a paid, massive stream of communication of specific content with a view to informing, reminding and encouraging a potential buyer to act on a particular idea, product or service. Advertising is considered to be the key to success of today, organizations that don't invest enough money and resources in advertising are destined to ruin precisely because they will not be recognised due to the huge competition in today's market. In order for the advertising to run smoothly, advertisers have to define who their target customers are, then they have to discern which media will best bring their product or service to the point of expression. The advertisement must and should communicate with the information, give an explanation, create interest, change attitudes, and ultimately affect the behavior. The focus of this work is to define the term advertising, its goals and functions, selecting the most appropriate media for advertising and defining the media, advertising strategy and ultimately the advertising appeal. This work highlights how important it is for organizations to constantly attract the customer's attention to their product in innovative and unique ways precisely because today people dedicate less attention to ads and are more difficult to win over because they are "bombarded" with advertisements from all sides .