Cheap and effective marketing

It is becoming a real burden for companies to advertise through conventional advertising techniques. TV commercials, radio, street posters become in my opinion outdated and expensive. Of course they will work, bust most of us became so accustomed to street posters that we just think of them as part of the city background, TV commercials as forced interruptions from our favorite shows and so on.
I noticed nowadays more and more companies that advertise through more unconventional means. Placing a cell phone in one of the celebrity's hands as s/he makes a video clip may prove to be less expensive and more effective.
Let's say Nokia decides to advertise its new youth cell phone. Making a TV commercial will cost the company a lot: you need a team to come up with an idea after which you need to pay a lot for transforming the idea into a short video clip, then you need to finance for every second the commercial airs (fees which vary depending on the show you watch/time/audience).
But if Nokia would give a cell phone to a singer who makes a videoclip and agree to pay 30% of the videoclip's cost (which may in some cases cost the same as one single TV advertisement during a peak hour) if that persons flashes the device in front of the TV for several times (see: Puff Daddy Ft Keyshia Cole - Last night on you tube: http://www.youtube.com/watch?v=FxIR5vvdw2U from minutes 0:30 onward) then it would end up spending a lot less: no team to come up with an idea, no advertising campaign and no payment every time the ad airs. Plus the intended audience can be very well selected this way. Putting a cellphone into a celebrity's videclip will be watched by a lot more teenagers than a regular TV ad. Plus you have broadcasters like youtube, MTV and many others that will broadcast the singer's song and implicitly the clip with the cell phone it it. It is a way of "market bundling" by attaching a product next to another product (this case a service)-e.g. mp3 player comes with headphones.

This marketing technique may even extend to books (for example authors may encompass in their writing -if it fits the scenario- about coming into a specific bar and drinking only a special brand of beer). Think that the audience may be a lot larger (if the books turns out to be a bestseller), cheaper to reach and the individuals may be a lot more attached to the general subject and subconsciously to the subliminal product advertised rather than identifying with it in a random TV add.