Forms Of Marketing Communication of Small Businesses in Poland – Significance of the Company Website and on-Line Advertising

Magdalena RATALEWSKA

University of Lodz, Poland

Abstract

The paper is an attempt to describe marketing communication conducted by small businesses on the Internet through websites and on-line advertising. It shows how small and medium-sized enterprises seek to build their image on the Web using complex multimodal messages (verbal, non-verbal, visual and acoustic elements), based on both passive forms (advertising, positioning, sponsorship) and active ones (e-mailing, viral marketing, communication through blogs, mailing lists, forums, and social networks). 

Keywords: On-Line Advertising, E-Marketing, Marketing Communication, SMES, Small Businesses
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