The modern era embodies the many characteristics that permeate the life of a modern man. One of these features is certainly the use of mass media that can shape public opinion and have an effect on our everyday life. With the development of mass media in a globalized society, there is also the increased development of marketing advertising techniques, as well as strengthening the role of ads in the contemporary culture of the present era. The constant need to consume products or services definitely promotes further development of ad campaigns and strategies. This graduate thesis deals with various forms of advertising which can be found regarding the content and targets of ads. Also, ad features will be displayed through various communication channels and media formats. Consumer behavior is a very important factor when it comes to the advertising because it's the advertising goal is to send messages to a specific target group of consumers. Knowing the characteristics of the target group, their habits and the decision-making process makes it easier to create an efficient message. The work will also look at the negative side of the advertising as well as the covert advertising that is unfortunately commonly encountered in the contemporary media. Through the display of efficient and ineffective advertising campaigns, the goal is to link the theoretical part of the work with examples from practice. Primarily, the work will show the importance and power of advertising and analyze consumer opinion on the efficiency of advertising in the Croatian media. The survey was conducted through a survey questionnaire using specific questions that will explore advertiser's consumer attitudes, the impact of advertising on their behavior, buying decisions, and product interest themselves.