A company or person introducing a new product may want to use a teaser advertisement. A teaser advertisement, or mystery ad is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.
For example, Lee Jeans used teaser ads as part of its "Can't bust' em" campaign for its new Dungarees line that features the Buddy Lee doll.
The campaign was designed to intrigue influential trendsetters among the 17- to 22-year old target market. The goal of the campaign was to let the trendsetters discover Buddy and spread the news about him. The teaser campaign was successful in generating word of mouth.
Teaser ads are often used for new movies or TV shows and for major product launches. They are especially popular among automotive advertisers for introducing a new model or announcing significant changes in a vehicle. Additionally, teaser ads are excellent for promoting games and consoles which are about to be released. See GameSetWatch for more examples game teaser ads.
Here is an example of a teaser ad for the XBOX 360.
Teaser ads can generate interest in a new product, but advertisers must be careful not to extend them too long or they may loose their effectiveness. Also, teaser advertisements are great ways to entice consumers to visit a company's website. For example, a company could show the beginning of a commercial on television, but prompt viewers to visit their company website to select an ending.
Sources: Advertising and Promotion, AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE. 6th Edition. George E. Belch & Michael A. Belch
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