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There is a good vibe going on in this post, but I've got some ideas for you to think about that may challenge some of your assumptions as a student of marketing:

Google Search for "Alzheimer's Meds":
http://www.google.com/search?hl=en&client=firefox-a&rls=org.mozilla:en-US:official&hs=OCC&sa=X&oi=spell&resnum=0&ct=result&cd=1&q=alzheimer%27s+meds&spell=1

So it may not be the best use of your marketing dollars to leverage the online channel to promote your product, UNLESS, you have done extensive target audience profiling and you find that not only is your audience online, but they utilize search and they are interested in finding out more info about what the best Alzheimer Meds are. What you're missing is that everyone has different behaviors whether they are surfing, browsing, buying, researching and so on. If someone were researching some historical data or case studies on Alzheimer's Meds, wouldn't you want your brand in front of them?

Let's bundle all of these "associative" words we use these days simply into marketing. That's what it is at the end of the day. What I challenge you to do as a student is to find some facets of marketing that you are passionate about and become an expert then learn how that channel interacts/can affect all other channels.

The last piece about Gooruze or any company that may not be leveraging a paid channel like Paid Search, some companies you'll find in your career do not have the budget allocated for these types of activities and that's why it is our role as marketers to advise them wisely on the best marketing mix. This is all determined through solid research, data and a well-built plan.

I tried posting here last week, but it didn't take for some reason. Hopefully it does this time...

I think you have it a little backwards there. Interruption marketing - television, radio, display ads are traditionally more expensive than integrated marketing efforts like seo for example or creating a Facebook application. The highest cost is the salary of the people doing it. I don't think interruption marketing is on it's way out. I think it has its place. Integrated marketing has just added a whole list of new ways to reach consumers. I think marketers of the future are going to have to find a way to balance them all. What's appropriate for which medium?  For example, you wouldn't try to sell alzheimers meds on the internet right? (an example my internet marketing teacher just gave.)

You're very right in terms of interruption marketing being more costly, and that it will have it's place, my question is, for how long? Digital distribution is starting to become a more feasible means of selling television and movies and some people have forgone television entirely in favor of the internet. So, while interruption marketing is still possible in the new medium, will it be the most efficient way to grab the consumers eye?

I say it still depends on the brand and the purpose. If McDonald's is coming out with a new burger, it'd be very stupid for them to spend all their money or even a large portion of their money on internet/digital media. As someone that wants to become an internet marketer, I'll say that internet marketers think like internet marketers. Not as many people use the internet as we think. Not as many people participate in social networking sites as we think. Not as many people are watching television online as we think. Not as many people are DVRing their TV shows as we think. In fact, a recent study showed that 95% of television is watched live.

I'd go so far as to say if you're branding a new company, an offline brand, then you need to use traditional media. Whether it be television, print, etc. If you have a new brand that you're trying to make people aware of, you have to use traditional media of some form - unless you're an online brand like Gooruze for example. In fact, Gooruze, would even benefit from using traditional media, as they're not doing SEO, PPC, or promoting themselves through other online communities.