Uses and Functions of Teaser Campaigns in Advertising and Promotion: A Content Analysis of Newspaper and Television Advertisements in IndiaKulveen Trehan1* and G.S. Maan2
- *Corresponding Author:
- Kulveen Trehan
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.
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.