Any form of paid public announcement with the intention of informing and indirectly influencing sales of a product or service is considered advertising. Throughout history, in an observers view, advertising is established as a twofold phenomenon, first as a constant presence in everyday life, and second as historical determinant on a crevice between nostalgia and critical insight. Advertising is a specific form of communication whose role is to inform and to educate consumers about specific products or services, to provide all relevant information about the manufacturer, production, product's intents and usage, thus making the brand, or product, stand out, and to incourage consuming of this brand. Various forms of media are used for advertising in Croatia, most important of which are explained in more detail in this thesis. Media explained in the theoretical part of this thesis, both with their positive and negative aspects, are: audio visual media, graphical media like newspapers and magazines, media of exterior and interior advertising, and internet advertising. In the practical part of this thesis, object of study was Kuharić Matoš marketing agency which specializes in creative advertising, with in-depth analysis of creative process done for promotional campaign for Big Brother reality show hosted by Croatian RTL television station.