Every day, a person is surrounded by a whole range of stimuli that creates his experiences thanks to his five senses: sight, hearing, smell, taste and touch. Each stimulus is recognized and processed based on previous information and experiences. Due to the excessive saturation of information to which the consumer is exposed, the mind perceives only those that are in accordance with its interests. There are also those that are below or above the awareness threshold which is why consumers cannot understand them. Such messages are called subliminal messages and are often the subject of discussion by many researchers and marketing experts. Regardless the impossibility of their interpretation, they greatly influence consumer behaviour and his purchasing decisions. That is why they are applied in commercials, the film industry and animated films, and even art. Today, almost every form of promotion contains a subliminal message. Interestingly, images, words, or appeals are hidden messages related to sex. Using this word is intended to attract attention and encourage the consumer to react as quickly as possible. In addition to subliminal messages, a number of sales techniques are used that consumers are unaware of, and contribute buying a product they may not need. Thanks to the placement of the product on the shelf and its packaging, the possibility for the consumer to choose it increases. In addition to advertising, there are other forms of marketing communication that contribute to the promotion and greater sale of products or services such as sales promotion and a positive public image of the of the business entity. With the advent of social networks, marketing opportunities have only increased even more.