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 .