To achieve a successful advertisement is a demanding task for each and every marketing expert. More than one element has its impact on the performance of the advertisement with design being exactly one of them. In order to create a successful advertisement design and to achieve its functionality, a graphic designer must incorporate marketing elements into design. The work examines thoughts, needs, problems and desires of graphic designers and marketing experts in creating successful advertisement. The challenge in creating a successful ad occurs exactly on the correlation between the two of them, the graphic designer and marketing expert. Graphic designers are considering design to be the only relevant element in attracting the viewer’s attention and consequently their work to be of the utmost importance in creating an ad. Marketing expert consider that the product quality and its price have the same importance in creating an ad as design considered as an essential element. The work also examines age groups which are mostly affected by design, the importance of colours in advertising of products in accordance with the activities in which the product is being advertised, triggering emotions in ads and allowed creativity in making ads. A working hypothesis, being later proved through the empirical part, is defined through work. Design is an essential element in advertising that in order to be effective should include marketing, as well as sales aspects in addition to the elements and principles of design. The working hypothesis is supported by the fact that advertising is using more and more digital platforms, internet pages and social networks containing a large number of ads of different activities with the need for ad differentiation.