Homeworks academic service


A discussion on a hyundais ad targeting a specific social class category

Abstract The paper examines the theoretical constructs and applications used to create teaser campaigns in print and television advertising. This paper explains the nature, composition and role of teaser advertising in product promotion. It emphasis that even though this unique creative format is rooted in attention theories of persuasive communication, its potency w.

Teaser ad is a powerful tool used to convey message to the target audience but in its own style of creating curiosity on what the ad is about and thus directs the attention of target audience Journal of Advertising, 2001. From the communication point of view, a campaign is defined as pre planned set of communication activities, designed by change agents in receiver behaviour in specified time period [ 2 ].

Broadly based on purpose, communication campaigns are divided into three categories: Advertising campaign means a coordinated series of linked advertisements with a single idea or theme.

Yeshin [ 3 ] categorises teaser advertising as a creative execution style, commonly used by new products to create an element of intrigue and curiosity to build anticipation and excitement. For practical application and theoretical uniformity, the researcher regards teaser advertising as a creative execution format and curiosity [ 4 ] as an appeal. It was challenging to classify teaser advertising as either an appeal or an execution because of divergent schools of thought within the experts on the specialised and unique ad form.

Overview of Teaser Advertising in India Teaser advertising though more in use in recent times was found as an innovative tool of product promotion four decades back.

At times it begins months before the release of the film. It was an outdoor teaser campaign with question headline as the teaser element.

  • It was challenging to classify teaser advertising as either an appeal or an execution because of divergent schools of thought within the experts on the specialised and unique ad form;
  • In 2006, Mudra communications created teaser campaign to position the Hercules bicycle as an adult bike with Cricketer Yuvraj Singh as the brand ambassador;
  • According to him, teaser ads are prevention focussed ads that use ambiguity, confusion and uncertainty to reduce resistance to persuasion;
  • Teaser advertising continues to be adopted as a premiere innovative strategy either in its classical form or in new adaptations especially in consonance with the media vehicle used;
  • For practical application and theoretical uniformity, the researcher regards teaser advertising as a creative execution format and curiosity [ 4 ] as an appeal;
  • We wanted to be distinctive and different from brands in our space and so we decided to create 'The Coolest Job'.

A nameless faceless ad, followed by a spate of teasers on Aamir, who was an unknown entity back then. The final revealer ad opened the mystery with full blown launch poster of QSQT with its release date and caption reading introducing Aamir Khan as the lead actor. Teaser advertising post millennium Last decade has seen consistent use of teaser advertising by various national, local and international brands in India.

From confectionary to events, teaser advertising is being used by all types of products across various media in the country. In 2000, trade fair and exhibitions also used teaser advertising to gain attention and footfall. Launched in India in 1998, the car aimed to establish itself in the Indian Market without defying its Korean origin. With its two part teaser campaign, the Santro [ 8 ] wanted to connect with the Indian audience yet harping on its Korean mechanic efficiency. The teaser campaign integrated both the objectives by a two part teaser with Kim and new brand ambassador, Film actor Shah Rukh Khan involved in a dialogue over its identity.

September 2003 saw spate of teaser ads all over the Delhi-NCR. Newspapers have been using teaser campaigns too. To promote its newspaper DNA.

Month long teaser campaign intended to create familiarity with the brand name in the minds of the audiences.

It executed the aggressive pre launch advertising strategy for Toyota Innova. In 2006, Mudra communications created teaser campaign to position the Hercules bicycle as an adult bike with Cricketer Yuvraj Singh as the brand ambassador. In 2007, mobile marketing picked and so did their use of teaser advertising in their brand communication strategies. Hungama and Virgin Mobile opted for classic teaser campaigns in a multi-mediated attempt to create brand buzz 1.

Between 2008 to 2010, leading International electronic brands were using teaser advertising for their line extensions like Sony Playstation and Sony Viao campaigns in India as well as Pan Asia. Mahua TV started its teaser ad campaign on 4th August following it with on air promotions, newspaper ads in the following week, while Network 13 launched a five teaser ad campaign for its digital arm In.

Electra ran a five ad teaser campaign to change the brand positioning through design element of colour.

Post your comment

The teaser ads were prepared with blue colour prominently in the background, and with a contrasting graphic of an orange sun. In the services sector, SBI did a teaser campaign for 20 days using our audio medium for home loan takeover across Maharashtra and they promoted it across 20 district level ST bus stands.

The automobile industry too realised the potential of online teaser campaigns. In September 2010 an online teaser campaign of Tata Aria with a website builddreamcar.

Teaser Campaigns: An Effective Advertising Execution for Varied Goods, Services and Ideas

Non banking organisations selling financial products too used teaser ads for brands like ING-Vysya. Teaser advertising continues to be adopted as a premiere innovative strategy either in its classical form or in new adaptations especially in consonance with the media vehicle used. Nearly two month long teaser campaign focused on the both the lead protagonist and the narrative around him to promote the daily soap. Teaser campaigns on new media are also on the rise. For beer, Miller outlined the purpose behind teaser advertising on social media.

We wanted to be distinctive and different from brands in our space and so we decided to create 'The Coolest Job'.

  • By concealing information, it creates an information gap [ 11 ];
  • From confectionary to events, teaser advertising is being used by all types of products across various media in the country.

Our consumers are young professionals who have a strong affinity to social media and so we went down the social media route and thought of putting our advertisements across in this way.

It also received 5000 resumes for job applications. It was teaser advertising with the twin objectives of arousal and engagement. Design and Methods The paper examines the existing literature on teaser advertising and attempts to arrive at conceptual framework of the unique creative execution format under the microscope.

Several sources of information have been explored to provide a reliable and valid blueprint for teaser advertising. Theoretical foundation of teaser advertising The biggest advantage of teaser ads is its inherent ability to arouse curiosity.

By concealing information, it creates an information gap [ 11 ]. The consumers are intrigued by the cues given in the teaser ads. The knowledge gap coaxes the consumers to intensify their efforts to fill the gap in order to reduce the feeling of deprivation created by the teaser ads.

Categorised types of advertisements on the basis of attention function. According to him, teaser ads are prevention focussed ads that use ambiguity, confusion and uncertainty to reduce resistance to persuasion. These ads gain consumer attention and encourage open mindedness through building curiosity and interest, introducing a surprising piece of information or creating confusion.

Even minded consumers are more likely to try new brands. Demonstrated that confusing the consumers first and then reducing ambiguity in the end by reframing messages increases persuasion. Kardes grouped mystery, surprise and disruptive ads in this category Table 1.