At the risk of sounding like a new media heretic, I have to refute the proposition that TV/Print is talking at the customer and that there is no interaction.
One of the bonuses, they say, of social media is the direct interaction and connection between consumers and businesses. This is true and innovations in this frontier are being created at a breakneck pace.
But wait a minute. In my experience, I absolutely interact with Print and TV advertisements. If done properly, every Print and TV ad is a story. Everyone has experience knowing what it's like to interact with a story.
I would have to argue that the connection between listener and teller of the story (even if teller is TV) is an intimate one. One where messages are sent and received. The message sent by the listener or reader is this: relating. Relating leads to action. If it's a fiction romantic piece maybe that action means crying. If it's a company's story I relate to then the action is buying.
Customers do have the power of response. When they see a TV Commercial, they either relate or they don't. If they do, they buy. If they don't, then the message goes unremembered and the two-way communication has failed.