The essence of management, is the confident and efficient use of resources, the organization’s and the means to achieve certain goals. The advertising agency, in addition to human resources also has financial, tangible and intangible resources. However, of particular interest is intellectual property rights which has economic value and gives the advertising agency a powerful competitive edge. It is significant, therefore, that the management of intellectual property is effective. In this article, the author attempts to illustrates what the process involves.

Marketing Media (MM ) is a term which, together with the ongoing massification and interactivity of the media is becoming increasingly popular. The media in the media marketing are characterized by sending transfers, mediates them and multiply them being their recipient at the same time. Media marketing should not be regarded as a way of reaching out through the media to the client – it is the component of the management and marketing. This media marketing, not marketing products or services by the media. The article pointed out some of the tools, techniques and modern marketing communication channels used by media companies. The purpose of this publication is to analyze the aspect of marketing communication which is organization of „Action plebiscite” in the network. Exemplification of the above considerations is the „Dziennik Zachodni” acting in Silesia since 70 years.