alexa Uses and Functions of Teaser Campaigns in Advertising a
ISSN: 2165-7912

Journal of Mass Communication & Journalism
Open Access

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Research Article

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

Kulveen Trehan1* and G.S. Maan2

1University School of Mass Communication, Guru Gobind Singh Indraprastha University, New Delhi, India

2Director, Centre For Advanced Media Studies, Punjabi University Patiala, India

*Corresponding Author:
Kulveen Trehan
Assistant Professor
University School of Mass Communication
Guru Gobind Singh Indraprastha University
New Delhi, India
E-mail: [email protected]

Received Date: November 19, 2012; Accepted Date: January 17, 2013; Published Date: January 24, 2013

Citation: Trehan K, Maan GS (2013) Uses and Functions of Teaser Campaigns in Advertising and Promotion: A Content Analysis of Newspaper and Television Advertisements in India. J Mass Communicat Journalism 3:145. doi:10.4172/2165-7912.1000145

Copyright: © 2013 Trehan K, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 

Abstract

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.

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