Jornal de Comunicação de Massa e Jornalismo

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

Abstract

Kulveen Trehan and G.S. Maan

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.r.t to recall and recognition functions is advertising cannot be ignored.