This paper deals with advertising as one of the components of marketing communication. To be more specific, this paper focuses on the perceived importance of advertising as a source of information for customers, further it analyses the perceived saturation of advertising (special attention is paid to the perceived saturation of advertising online) as well as the degree of irritation with the placement of advertising messages. Authors’ research was focused on a specific group of customers/consumers: full-time students of universities and higher vocational schools. Findings show that for women the perceived role of advertising as an information source is more important than for men. In addition, results indicate that women feel more overwhelmed than men by advertising. Comparing the overall perceived saturation of advertising, it is higher on the internet (for men and women as well). From the point of view of irritation, respondents are annoyed with commercials on TV, radio and cinema and they also do not like SMS and MMS messages which are sent to their mobile phones. Regarding the online environment, the most respondents are irritated by pop-ups that temporarily overlap content of the website.