The main motive to write a thesis on the topic ''Research on efficiency of advertising communication in Međimurje'' was the fact that private, but also business decisions are made more and more every day. I live in Međimurje so I decided to choose that county in order to research the way people in Međimurje think, the way they see marketing and marketing communication, and make decisions about shopping and during shopping. The main role here belongs to companies which present their products/services, the way they do it, using which media and who exactly they present them to. These are the most important questions companies should ask themselves while researching the market. Changes related to marketing communication inside companies are happening daily. Considering that some companies invest significant resources in market communication, especially in advertising, measuring and analyzing the efficiency of marketing communication this has a significant practical importance. Will the strategy of marketing communication and in which amount achieve success depends on numerous factors. The most often it depends on the call towards users in the form of an appeal. It also depends on simplicity, comprehension, easiness of attracting the public, but also on putting ahead those qualities of services/products which are crucial in attracting the target group.