What effect do mental models have on the decision-making process?

In 1957, james vicary reported that subliminal messages in a movie reel ("eat popcorn") caused viewers to rush to the concessions stands. although his findings became famous, the problem is that

What are policymakers trying to do by using the media to deliver specific messages to citizens?

What is the subcategory of tournament,pageant,match (used as a noun)