Mood can influence how we cognitively process information, including advertising.
Congruent advertising – where the message matches the audience
mood or need state – can help advertisers ensure their campaigns are effective.
Various research has shown that mood can affect how advertising messages are recalled and evaluated. For example being in a positive mood can make the ad and the brand name easier for the audience to recall. How audiences evaluate arguments within advertising messages can also depend on what mood they are in. If they are in a negative mood, the audience may process the information based on the distinctiveness or uniqueness of the product, whereas a positive mood fosters processing where the audience relates the information to other objects, memories or overall themes in their lives.
For example someone in a negative mood might see a car ad with a family on a beach and only focus on the price or fuel economy of the car. Whereas someone in a more positive mood might see the family in the car on the beach and relate it to their own happy family memories or aspirations.
Thinkbox, the marketing body for commercial TV in the UK, launched their Screen Life research last year. The research revealed why and how viewers choose between watching live TV and Video on Demand (VOD). The researchers identified six core reasons why people watch AV content – whether on TV or on VOD:
As the TV is the focal point of the living room, the research found that live TV viewing can satisfy all of the above need states, in particular the social states of ‘Comfort’ and ‘Connect’. VOD is key for satisfying personal needs, such as ‘Indulging’ or ‘Escaping’.
To know when the right mood is, we need to at least understand a typical day of our target audience. Research has found that positive mood was more elevated at weekends more so than weekdays, as people feel better balanced and relaxed. At Mindshare, we have conducted ‘Day in the Life’ research that allows us to look at an hour by hour day in the life of the Irish audience. We can see what media they consume on an hourly basis against the back drop of the daily activities they do. As you’ll see from the research below, it’s clear that watching AV content is a key activity for us when relaxing.
Hilary Tracey is a Business Planning Director in Mindshare,
the media buying agency of the DDFH&B Group.
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