In order to completely understand the behavior of consumers, it is crucial to anticipate the motives affecting consumer behavior. Using detailed analysis and segmentation of the market, it is necessary to identify the goal segment and, based on the characteristics, send the corresponding marketing messages. The most important goal of any company is to satisfy the needs of its consumers through selling products and services that will have a higher use value than expected, as well as to create partner relationships and achieve loyalty, which represents a competitive advantage. The objective of this paper is to, through theoretical processing, grasp in what way marketing communication, advertisements, and appeals are able to influence consumer behavior. With the development of new and sophisticated technologies with innovative performances in the area of communication, consumers become able to access an enormous amount of information, which makes the sale of products or services more difficult. Marketing experts and companies placing advertisements directed towards the goal segment are forced to imagine creative, memorable and effective appeals, advertisements and messages, in order to keep their existing customers and attract new ones, in a time of constant oscillations and ruthless market races. The focus of the paper is grasping communication and communication processes, defining and understanding factors which affect consumer behavior, defining integrated marketing communication and its characteristics and components, explaining how appeals function in advertising and what the most common kinds of appeals in advertising are. The paper concludes with a connection of the theoretical and practical parts through the example of “Hrvatski Telekom,” whose advertising procedures, as well as their effect on consumer behavior, are shown and analyzed.