Los Angeles writer Mark Haskell Smith, is writing a promotional

"serial novel" for the Japanese luxury automaker, which, after studying focus groups, decided that the fiction would be a great advertising resource to reach a younger, client base. Fiction is becoming an important writing technique in advertising, it also exemplifies a $2 billion enterprise that is increasingly encroaching on traditional advertising, according to PQ Media, a Stamford, Conn., media research firm. "With TiVo skipping commercials and pop-up blockers neutralizing online ads, traditional advertising is under assault everywhere. "Seamless brand integration" means that books, cartoons, video games and even television shows are now the hottest vehicles for advertisers to get their products in front of a target audience." This means that advertising is evolving to meet the changing market and societal trends. This could affect advertisers who are not as capable to write in fiction and most certainly could affect advertising education. This could be the beginning of new research and academic studies, like in the case of media technology.