Advertising is changing ... for the better ...by not being advertising.
One of our customers, GoPro, is re-defining how to leverage user-generated viral video to "advertise" a feeling that defines their amazing video products - Fast Company just put them at the top of their list of most innovative companies in advertising (along with Samsung, big old BBDO, and small young Rebel Mouse).
You sell your service or product when you meet the expectations of the right prospect at the right time... and motivate some level of sales action. Simple.
Yeah, it's more complicated than that (see my attempt at defining the elements of successful selling at http://bit.ly/TipsOnSellingOut), since communicating your value is about the feelings you give your buyers as well as how effectively you deliver the data they desire to make their decisions... this used to be called "Advertising."
Gopro gets more results with "Earned Media" (that UGC viral stuff) But traditional Advertising still works and is your friend... When it comes to buying/selling Media, you should understand your choices. Here are prices of several Media. Are you feeling like you are giving/getting a deal?