Construct · 1 fields · 1 citations

teaser: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
teaser1 CONSTRUCTTeaser adCURIOSITY REVEAL

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

An ad that withholds to build curiosity

In advertising a teaser is a deliberately incomplete message that withholds the brand, product, or payoff to arouse curiosity and build anticipation ahead of a later reveal, often the first beat of a staged campaign. Hung's Framing meaning perceptions with music: The case of teaser ads studies how such ads steer interpretation before the product is named. The referent is a persuasion tactic defined by what it conceals and the anticipation it creates, distinct from a stage masking border or a loan's introductory rate, joined to them only by the meaning of teasing.[1]

Unit
The curiosity and anticipation created by a withheld reveal
Recovery means
Not applicable
Measured by
Assessed by recall, curiosity, and attitude lift from the teaser relative to a full-information ad

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Nearby constructs

anticipation2 fields · 4 citationsjingle · one word, two constructsaudience3 fields · 7 citationsjingle · one word, three constructsbeat3 fields · 6 citationsjingle · one word, three constructs

References

  1. Hung, K. (2001). Framing meaning perceptions with music: The case of teaser ads. Journal of Advertising, 30(3), 39–49. https://doi.org/10.1080/00913367.2001.10673644

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