I’m planning to post something about this on my blog next week. I’ll let you know when I do.

Interesting theory. I’ve been studying something similar. I suspect the “mode” people are in, affects how they respond to advertising.

For example, if someone is in shopping mode – they’re probably more likely to respond to a percentage off or free shipping ad.

But if they are in “relationship” or “communication” mode on a social media site, like Facebook, would that percentage off ad work as well? Or would a more “relationship” mode ad work better, say, promoting a free sample to “get to know” a product or brand. Or, take Ben & Jerry’s – would an ad asking people to “be a chunk spelunker” (their community to help pick new flavors, get free samples, etc.) be more effective?

I don’t know. If you come across any more research on the subject, please do share.

In the NYTimes article, the authors of the report, the Yankelovich people, offer an interesting hypothesis on why this is true:

“A principal reason for those results, said J. Walker Smith, president at the Yankelovich Monitor division of Yankelovich in Atlanta, was that for ads that made an impression, consumers using traditional media were in a more positive mood and more likely to be interested in entertainment and relaxation.

“By comparison, consumers using digital media were more likely to be in busy moods, seeking control or solving a problem, Mr. Smith said, and they were more likely to be by themselves. In contrast, traditional media are often watched, listened to or read by people in groups.”

This corresponds with a pet theory I have. One of the reasons the web has turned out to be a pretty lousy ad medium (other than search) is that it has remained to a large degree a medium of communication and information. It is only to a small degree a medium of entertainment. People are used to entertainment media carrying advertising. But they are impatient with advertising in media of communication and information.

Now when I read a magazine or watch TV, I get engaged with an advertisement. This makes me more likely to talk to my peers about a commercial or a print ad that catch my eye.

Of course, then I go online and express my POV of the ads or branding strategy. And I am less likely to do that for a banner ad or web viral campaign.