An election campaign is a time when politicians remind themselves of electors and at any price they try to reach them with their advertising message. The perspective of the last local government election caused the fact that many politicians could be found on the Internet and tried to use the tools that it medium gives them. It concerned mainly blogs.

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We pay licence fee for having a telly. Luckily, we don’t need TV to watch footages from the Internet. Till now TV-watchers have been doomed to telemetric dictatorship. Some, scant but theoretically relevant group, “imposed” their preferences on everyone, who, having no other way to go, watched programs chosen by those “dictators.” Television “overslept” its chance of using the “on demand” mechanism. It seems that TV will lose with the Internet, which offers everyone the possibility of… choice.

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Day-to-day flood of irrelevant content possible thanks to refined techniques of information distribution can give an average media receiver communication paralysis. How, in this situation, are the authors of public relations releases doing to interest the receiver?

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Internet research can provide answers to most of the questions that are posed to workers of e-marketing and brand managers. However, in the case of many issues, not entirely investigated in young, Polish market of e-marketing, we are made to observe countries far more developed, where the era of information society started long before.

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