Abstract
Advertising plays a major role in modern life. It shapes the attitudes of the society and the individual and inevitably influences customer behaviour. The customer has to contend with a huge amount of information and be able to make a choice, draw conclusions and make important decisions. The most important task for a business advertising itself is to present its product in such a manner that the whole environment around the buyer turns into a positive emotional stimulus. The main goal of advertising a certain product or service is to attract the customer’s attention and analyse the impact of advertising on customer behaviour, which is determined by a multitude of aspects, although the psychological-cognitive, emotional and behavioural-ones play the most important role.