Review Article
Kulveen Trehan and G.S. Maan
Abstract
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.