Let's play a game. Spot the difference between:
1. An banner ad for the fastest Ferrari placed underneath an Andrei Plesu interview and a TV commercial for the Happiness Factory ran during a movie about Hiroshima
2. A contextual ad for a loan placed within an article about the suicide of a young loan officer and the celebration fest TVC for a beer placed during the news report about the bus crash with 13 dead
3. A banner which rolls over the text you want to read and a TVC which interrupts the movie you were watching.
Let me tell you, what the difference is: there is no "close" button on the TVCs.
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.