Advertisements are getting more and more lengthy, annoying, and intrusive on both television and social media platforms. On television for example, sometimes eight ads will play on a commercial break. How lengthy of a commercial break will you tolerate before switching the channel to some other program –1 minute, 3 minutes, 5 minutes, or 10 minutes? Despite the rising cost of placing an ad, could the annoyance factor offset the potential benefits of an ad? How can firms best counter this growing problem in strategy implementation?