At the moment almost my whole blog is on this topic. Traditional advertising has never been less effective in history! The new consumer is becoming more and more immune to TV ads, magazine ads etc. More and more big companies are moving their advertising budget online. I have pages on this topic on my blog. go check it out http://digi-business.blogspot.com. On the recommended reads section there is a book called Doing Business Digitally by Godfrey Parkin. It is a great book and will really change the way you think about business.