As a media planner, I have been exposed to a number of 'frameworks' that tried to explain how audiences access, process, and relate with information that they encounter about brands. The one that I found most interesting was this chart (which I think is overused but still relevant though in need of further improvements to take into account how audiences have evolved).
In essence, the above suggests that the communication effectiveness is at the middle - where the message is delivered by the right medium to the its intended target audiences whilst they are in the right mindset.
Imagine seen an ad about romantic getaways during the upcoming Valentine's Day on late-night TV whislt nurturing a broken heart. Or seeing a news program with violent scenes from a road accident whilst enjoying dinner.
The idea behind this 'framework' - if you can call it that - is that the most effective communications happen when the three are in alignment.
Strategically, it makes sense. Implementation-wise, it is difficult: How exactly would you know when the audiences are in the "right" or "congruent" mindset that would facilitate the reception of the message?
Some companies have resorted to "emotional/mood diaries". But as the slideshow above suggests - and as anyone who's married or "partnered" would attest to - moods change. And they change quite drastically.
The challenge therefore is continually 'checking' the 'mood' or the sentiment of the market - and responding to that sentiment in a relevant (or 'sentiment-changing') manner.