Editing Television advertisement (section)

===Interactive advertisements===
Online video directories are an emerging form of [[interactive advertising]], which help in recalling and responding to advertising produced primarily for television. These directories also have the potential to offer other value-added services, such as response sheets and click-to-call, which enhance the scope of the interaction with the brand. Researchers have found that For some consumer types and for specific ad types, that the standard linear advertising format is really superior to interactive advertising. Particularly, they have discovered that a cognitive "matching" of the system's (predominantly visual or verbal) characteristics and the demands of the customer group (preferring their information to be delivered in a visual or verbal fashion) appears to be crucial.<ref>{{Cite journal |last1=Bezjian-Avery |first1=Alexa |last2=Calder |first2=Bobby |last3=Iacobucci |first3=Dawn |date=July 1998 |title=New Media Interactive Advertising vs. Traditional Advertising |journal=Journal of Advertising Research |pages=23–32 |url=https://people.utm.my/thoo/wp-content/blogs.dir/1795/files/2016/03/New-Media-Interactive-Advertising-Vs-Traditional-Advertising.pdf |access-date=October 8, 2024}}</ref>