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 impact of advertising on the market is especially large, as advertising serves as a channel of information dissemination and the presumption for the market feedback. In today’s market the range of products and services is especially large, they are all impossible to remember or purchase. 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. It is possible to state that one of the most important tasks advertising performs is to distinguish the item or service advertised, attract the customer’s attention and sustain his/her attention.