Emotional context
Kathy KlineStarcom USA
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 howyou say it. "Can you please take your turn doing...