Jornal de Comunicação de Massa e Jornalismo

Uses and Functions of Teaser Campaigns in Advertising and Promotion: A Content Analysis of Newspaper and Television Advertisements in India

Abstract

Kulveen Trehan and G.S. Maan

The paper attempts to analyze the significance of teaser advertising in integrated brand promotion. This study
examines the communication objectives and functions of teaser campaigns in above the line media. A critical
exploration of the nature, composition and uses of the campaigns provides significant indications towards the
scope of teaser advertising in particular and novel creative executions in general. The results suggest that teaser campaigns now, extend themselves beyond their principle function of ‘curiosity’ and are created largely with the twin objective of arousal of interest and consumer engagement. Both newspaper and television campaigns show use of both verbal and visual elements to tease the audience.