Changing the structure of advertising (Score 0)

I fail to see why with the obvious change in TV people assume that advertising will stay the same. I recently read an article in the New Yorker that talked about the challange that advertising firms now face with viewers being divided over more and more channels and the introduction of DVRs to the market. So far the solution that more and more companies are reverting to is to advertise within a TV show or movie. We are starting to see this more and more. Characters using brand name products and commenting on how glad they are that there was a large supply of Lysol in the house after a major party or beong famished and craving hot pockets. With this technique users are not able to fast forward through the "ad" because they would be missing their show. Problem solved, money made, everyone still happy.