Abstract: The purpose of this article is to present the results of studies on practical role of value for consumers, as a content of company's communication in the market. The main thesis is that communicational instruments are not only the vehicle to transfer the value for consumers, but the very instruments represent specific practical values. In the first part of this article some analysis of potential values of advertising and public relations are presented. In the next part, the author, on the basis of empirical data, shows how value for consumers dictates global trends in mass advertising.
Keywords: mass advertising, value for consumers, value based marketing, public relations