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Teaser Advertising - Why Do Brands Use Them & When Will They Be Successful?

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This document discusses teaser advertising campaigns. It begins with an introduction to the concept of teaser ads and their purpose in breaking through media clutter to get attention. It then provides perspectives on whether teaser campaigns are effective from industry professionals. Examples of successful and unsuccessful teaser campaigns in India are presented. The document then analyzes execution styles and theoretical frameworks for effective teaser ads. It describes a practical exercise where students created and tested a teaser campaign. Results found the campaign was effective for 83% of respondents. The document concludes by noting the expanded role of teaser campaigns and considerations for their use.

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Before we begin…
Group No. 4 (PGP 2012-14) Abhinaya S (1211217) Abhisek Jain (1211082) Prachi Patil (1211203) Subbalakshmi K (1211027) Vishrut Shukla (1211314)
Let’s start with the consumer… Hard Reality Media cluttered with ‘me too’ brands and ads What if your ad fails at the ‘Attention’ stage itself?
What is a TEASER ad? • A way to break clutter… get noticed and occupy share of customer’s memory • Complete identity of the product / brand / idea is not revealed in the ad  Basically, an unfinished story or a partial view of the advertised product • Effectiveness depends on ability of:      Attention-Seeking: Draw attention by breaking clutter Transformation: Forces to see reality in a new way Reformulation: Modifies attitude towards the brand Impact: Enhances customer engagement, involvement Productive: Redeem the value of the brand
Do teaser campaigns deliver? VIEW • • • • • • “Teasers are very effective especially for low-association brands…” “Teasers fittingly act as an intriguing preface initiating pull effect...” “With proper frequency planning, teasers can be effective...” “Teasers work for new products/services, a clever message…” “Teasers work if the product or service is worth the hype…” “…With coherence to central theme, teasers can work wonders…” COUNTERVIEW • • • • “Growing media fragmentation hampering effectiveness of teasers. Brands should rather spend more on core product launch...” “Hardly any ragingly successful teaser case studies in India…” “Teasers will lose value if done often...” “Very often the teaser or build up is more interesting than final ad. We believe it’s more important to brand at a deeper level…”
A layman’s view of teasers… Examples • Tata Tashi shoes (Bus shelter ad) • Lollipop (daily countdown) Examples • Hero’s logo change campaign • Bank of Baroda Building brand presence or awareness Changing brand image perception Purpose of Teaser Campaign Spreading general category awareness Brand needs to be repositioned Examples • Planet M’s YOMO ads • Frooti’s Digen Verma Developing interest towards the brand Example • Balbir Pasha’s AIDS ad Example • Tata Aria “Build a Dream Car”
A layman’s view of teasers… (contd.) Examples • Vodafone Zoozoo, Lifebuoy ‘Hulk’, Good Knight Teaser Example: XUV 500 Television and Radio Medium for Teaser Campaign Outdoor Billboards Print Media Digital Media Example: SABMiller Multiple mediums: How? Call to Action used in one medium to direct to another (eg: Cadbury Silk) Examples: Frooti’s Digen Verma,Zee TV Divulge no info about the brand or product Teaser only for the storyline Example: Tanishq Disclose brand or product w/o characteristics Teaser Execution Style Example: Nescafe Shake It, Cadbury Silk
Theoretical Framework • Divergence: creativity, unusualness Impacts persuasiveness and recall (eg: Nescafe, AIDS, Etios, Good Knight) • Relevance: ad-consumer, brand-C • Novelty: eg: Lifebuoy Hulk • Knowledge Gap: reveal bits & pieces of product info (Eg: Aegon Religare) • Complexity: induce cognition leading to sense of achievement, avoid teasers for simple, obvious USPs (eg: Nissan Leaf) • Coherence: eg: BMW, Videocon • Brand Linkage: DNA (Jaipur) success, Frooti’s Digen Verma (failure) • Customer Interactions: Engage for high cognition, involvement (Tata Aria, BoB) • Channel Factors: Radio vs TV, across channels (call to action: HCL, Silk), online • Executional Elements: music, humour (eg: Idea’s Hunny Bunny teaser jingle)
Practical Exercise Gauging Effectiveness of Teaser Campaign • Why do a live campaign? – Put concepts into practice, gain exposure – Go beyond products  teasers for event • What was the campaign about? – Create a buzz around Unmaad 2014 – Communicate the theme ‘Dil Se Desi’ • How was the campaign executed? – – – – – • Series of inter-connected teasers Theme revealed via text (limitations) Designed 3 static teasers Circulated among IIMB students Media: Email, Facebook, Print How was effectiveness measured? – Responses via online questionnaire – Rate campaign on multiple parameters – Seek overall effectiveness (5-point Likert)
Practical Exercise (contd.) Gauging Effectiveness of Teaser Campaign Results?
Practical Exercise (contd.) Gauging Effectiveness of Teaser Campaign
Practical Exercise (contd.) Gauging Effectiveness of Teaser Campaign 83% respondents rated campaign as effective
Teaser Campaigns: The Final Words • Role of teaser campaigns has extended beyond just creating a hype before a new product/service launch • Now includes tasks of a mediator, multiplier, engager and messenger in the integrated-marketing • Useful and applicable in both high involvement and cognitive categories  drives information search and exposes to product attributes • Cross-media teasers and possibility of co-creation using teasers • Requires caution • Threat of piggybacking (eg: Airtel DTH piggybacked by Reliance Big TV) • Revealer must live up to the expectation and not fizzle out • May not be perceived as effective by the audience
Thank You! Questions?

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Teaser Advertising - Why Do Brands Use Them & When Will They Be Successful?

  • 2. Group No. 4 (PGP 2012-14) Abhinaya S (1211217) Abhisek Jain (1211082) Prachi Patil (1211203) Subbalakshmi K (1211027) Vishrut Shukla (1211314)
  • 3. Let’s start with the consumer… Hard Reality Media cluttered with ‘me too’ brands and ads What if your ad fails at the ‘Attention’ stage itself?
  • 4. What is a TEASER ad? • A way to break clutter… get noticed and occupy share of customer’s memory • Complete identity of the product / brand / idea is not revealed in the ad  Basically, an unfinished story or a partial view of the advertised product • Effectiveness depends on ability of:      Attention-Seeking: Draw attention by breaking clutter Transformation: Forces to see reality in a new way Reformulation: Modifies attitude towards the brand Impact: Enhances customer engagement, involvement Productive: Redeem the value of the brand
  • 5. Do teaser campaigns deliver? VIEW • • • • • • “Teasers are very effective especially for low-association brands…” “Teasers fittingly act as an intriguing preface initiating pull effect...” “With proper frequency planning, teasers can be effective...” “Teasers work for new products/services, a clever message…” “Teasers work if the product or service is worth the hype…” “…With coherence to central theme, teasers can work wonders…” COUNTERVIEW • • • • “Growing media fragmentation hampering effectiveness of teasers. Brands should rather spend more on core product launch...” “Hardly any ragingly successful teaser case studies in India…” “Teasers will lose value if done often...” “Very often the teaser or build up is more interesting than final ad. We believe it’s more important to brand at a deeper level…”
  • 6. A layman’s view of teasers… Examples • Tata Tashi shoes (Bus shelter ad) • Lollipop (daily countdown) Examples • Hero’s logo change campaign • Bank of Baroda Building brand presence or awareness Changing brand image perception Purpose of Teaser Campaign Spreading general category awareness Brand needs to be repositioned Examples • Planet M’s YOMO ads • Frooti’s Digen Verma Developing interest towards the brand Example • Balbir Pasha’s AIDS ad Example • Tata Aria “Build a Dream Car”
  • 7. A layman’s view of teasers… (contd.) Examples • Vodafone Zoozoo, Lifebuoy ‘Hulk’, Good Knight Teaser Example: XUV 500 Television and Radio Medium for Teaser Campaign Outdoor Billboards Print Media Digital Media Example: SABMiller Multiple mediums: How? Call to Action used in one medium to direct to another (eg: Cadbury Silk) Examples: Frooti’s Digen Verma,Zee TV Divulge no info about the brand or product Teaser only for the storyline Example: Tanishq Disclose brand or product w/o characteristics Teaser Execution Style Example: Nescafe Shake It, Cadbury Silk
  • 8. Theoretical Framework • Divergence: creativity, unusualness Impacts persuasiveness and recall (eg: Nescafe, AIDS, Etios, Good Knight) • Relevance: ad-consumer, brand-C • Novelty: eg: Lifebuoy Hulk • Knowledge Gap: reveal bits & pieces of product info (Eg: Aegon Religare) • Complexity: induce cognition leading to sense of achievement, avoid teasers for simple, obvious USPs (eg: Nissan Leaf) • Coherence: eg: BMW, Videocon • Brand Linkage: DNA (Jaipur) success, Frooti’s Digen Verma (failure) • Customer Interactions: Engage for high cognition, involvement (Tata Aria, BoB) • Channel Factors: Radio vs TV, across channels (call to action: HCL, Silk), online • Executional Elements: music, humour (eg: Idea’s Hunny Bunny teaser jingle)
  • 9. Practical Exercise Gauging Effectiveness of Teaser Campaign • Why do a live campaign? – Put concepts into practice, gain exposure – Go beyond products  teasers for event • What was the campaign about? – Create a buzz around Unmaad 2014 – Communicate the theme ‘Dil Se Desi’ • How was the campaign executed? – – – – – • Series of inter-connected teasers Theme revealed via text (limitations) Designed 3 static teasers Circulated among IIMB students Media: Email, Facebook, Print How was effectiveness measured? – Responses via online questionnaire – Rate campaign on multiple parameters – Seek overall effectiveness (5-point Likert)
  • 10. Practical Exercise (contd.) Gauging Effectiveness of Teaser Campaign Results?
  • 11. Practical Exercise (contd.) Gauging Effectiveness of Teaser Campaign
  • 12. Practical Exercise (contd.) Gauging Effectiveness of Teaser Campaign 83% respondents rated campaign as effective
  • 13. Teaser Campaigns: The Final Words • Role of teaser campaigns has extended beyond just creating a hype before a new product/service launch • Now includes tasks of a mediator, multiplier, engager and messenger in the integrated-marketing • Useful and applicable in both high involvement and cognitive categories  drives information search and exposes to product attributes • Cross-media teasers and possibility of co-creation using teasers • Requires caution • Threat of piggybacking (eg: Airtel DTH piggybacked by Reliance Big TV) • Revealer must live up to the expectation and not fizzle out • May not be perceived as effective by the audience