Modern reality is characterised by ubiquitous communication chaos. Every day man receives a myriad of stimuli. The information received sometimes arouses curiosity and reflection at other times leads to frustration. Under such circumstances, it seems particularly appropriate to create messages that are as “precise” as possible, i.e., personalised in the same way as advertising. This is not possible without a thorough analysis of this area of reality, a scientific understanding of the determinants that govern this sphere. This publication presents empirical material on the very topic of personalisation of advertising and marketing communications of the banking sector. This is an area of great social relevance, especially in an era of social unrest resulting from global threats to the banking services sector. Personalisation thus means adapting the range of content and products offered to the preferences of the potential recipient. Tailoring to preferences also means orienting the product in such a way that it meets the customer's purchasing needs and enables the realisation of life goals.