Nowadays, we are constantly exposed to opportunities and offers in the market by constantly "attacking" ads in the online or offline environment. Companies are increasingly struggling with competition to make a better impression on the consumer than the competition. It's no longer enough to just make an ad and promote it on TV and wait for the sale to start on its own. It is necessary to personalize the message, get into the consumer's brain and find out exactly what the consumer wants, and here comes neuromarketing to find out. The human senses have a great unconscious influence on emotions and consumer preferences. Neuromarketing research uses this knowledge in product design, in the creation of advertising or marketing campaigns. It has been reported that 86% of marketing campaigns fail to deliver the desired result and neuromarketing research is highlighted, and the methods they use reduce that percentage of unsuccessful campaigns and make them aware of what the consumer really wants. The senses, most of all vision and hearing, are of great importance in neuromarketing research and their connection with advertising is explained in the paper. By using neuromarketing techniques and methods came to the realization of what the consumer might not have wanted to say, and actually feeling. The ethics of using these methods is being questioned.