A media plan can be greatly enhanced by placing ads in an environment that adds emotional motivation to the message.
Anyone who's ever had to live with a roommate knows: the emotional context of your audience affects when and where you should deliver a message.
Let's say, for example, that you're the neat roommate (of course you are) and it's time to tell your fellow rent-payer to do the dishes. And you want them to actually do it. Of course, it matters how you say it. "Can you please take your turn doing the dishes?” definitely trumps “Do the damn dishes.” But again, for this point, it's the emotional context. Do you tell them on the day they come home really late from work and immediately slip into their pyjamas, looking incredibly stressed? Nope. Or on the day they come home incredibly happy and ready to party because the hard work paid off with a raise? Bad idea, Debbie Downer. You tell them at a time when they seem to be relaxed, open-minded and productive.