Traditional television broadcast advertising strives to raise consumer awareness of a product or service, in the hope that a consumer will remember that product or brand when making a purchasing decision.

There's over $100 billion of local advertising dollars that are spent on newspapers, radio, television stations, and yellow pages. Where will those dollars migrate in the future?

Video is the future of digital advertising - no other advertising vehicle combines the sight, sound and motion of television ads with the interactivity, targeting and measurability of the Internet.

If we were to do classic advertising on television, you're getting your name out there, but it lacks that emotional connection of getting our distributors involved with us.

Many retailers use their television advertising to entertain consumers as a way of engaging them but it doesn't appear that it is translating into influence to shop as far as shoppers are concerned. Based on the consumer's choice of media of influence, it seems that consumers want information and direction. Engaging commercials on TV appear not to have impact on the cognitive domain called purchasing.

On the whole, it's a scary time in medical ethics because of consumer advertising. Leaving it up to the marketplace is not the optimal way to do medicine.