Advertising is the most common form of promotion, which can be defined as any paid form of non-personal presentation and promotion of ideas, goods and services. Advertising is centered on a wide population and represents a way of communicating with the market. Advertising categorization is based on what it is advertised and accordingly differentiates the advertising of institutions, products / services and advertising for some other purpose. Differences between international and domestic advertising campaigns are primarily due to the language, the area and the culture that needs to be adapted to the strategy, method and technique of communication and access to the international market. This is confirmed by standardizing advertising campaigns on the example of "Orbit - Time To Shine" and " Nivea soufflé and body losion". The analysis showed the use of standardized Croatian language, adaptation of the message for market needs and consistency of visual identity. The share of domestic and foreign ads was determined through a 10 - day ad tracking on the Croatian TV channel "Nova TV" in the period from 20:00 to 22:00 where 553 advertisements were recorded. 65% of the advertising campaigns belonged to the group of international advertisers, and 35% of the ads to a group of Croatian advertisers with the conclusion that they dominated international advertising campaigns in that term. By analyzing 553 adverts, 27.85% (N = 154) were ads for individual food products followed by retail sales of 24.41% (N = 135) retailers, and the third by frequency were individualized hygienic and pharmaceutical products (23.33%, N = 129). According to the above, it was concluded that the international advertising campaigns are standardized, dominated by the advertising space of the "Nova TV" channel in the period from 20:00 to 22:00 and the highest percentage of individual food products are advertised.