Successful communication with customers, their personality perception and needs is the key of the new marketing perceptions and successful business. In the era of globalization and informatization, which resulted in more information of customers and increasing their claims towards the sellers, the question is how to create communication with customers that will result, not only with sales but with customer's satisfaction as the ultimate goal. The important part of marketing, except product and price, are promotion and distribution which are related more to customer's desires and needs. Therefore, more and more important role of marketing is knowing psychological processes and customer's behaviour. The question about customer is determined with social and personal factors which determine how will customer behave when buys and decides about some product/service. This paper focuses on the analysis of all elements of marketing and marketing communication and attitudes of students of Polytechnic of Šibenik about impact of marketing advertising to the customer's behaviour.