Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society. These tools can vary from the style and message of the advertisement to the actual channel that it is transmitted through. The second focus is to explore and describe the advertisements role, function and importance in the complete marketing. Advertising is one of the main parts in the Marketing Mix and we are in this research interested in describe advertising in relation to partly the other parts of the Marketing Mix but also to describe advertising in relation to other marketing perspectives such as Service Marketing and Management, Relationship Management and CRM. Also we aim to explore the different fields within Internet related marketing such as communities and describe advertising in relation to that. We aim to see if the role, function and the importance of advertising has changes because of the development of the other marketing perspectives or if advertising still have a significant role. It is important for advertisers to consider the advertisements role in their full marketing.