Aiming to become the global leader in chip-scale photonic solutions by deploying Optical Interposer technology to enable the seamless integration of electronics and photonics for a broad range of vertical market applications
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Notes from some marketing texts with respect to teasers......
According to Dan S. Kennedy (2006), the main problem with carrying out big ad in the newspaper, in a trade journal, or in a national magazine is the number of people one pay for simply do not see it. This means that on any one day, ones best prospects may be out of town, sick in bed, or too busy to read newspaper.
As a solution to this problem, one strategy to focus attention on ones big ad is to precede it with a series of tiny, low-cost teaser ads. For example, a new computer store eager of making the business community aware of its existence for two months, in the weekly city business journal, ran small display ads. (Dan S. Kennedy, 2006)
According to this theory by Joannis (1995), the very old principle of Teaser advertising is to arouse the curiosity of the prospect by communicating to it the first part of the completely mysterious message. It is supposed to hold ones' attention and brings him/her to seek the second part of the message. Joannis (1995) also points out that this second part would not have been read if the curiosity excites by the first part, is very far away from the subject.
Joe O'Donnell (2002) puts forward:
"If they've got the right target audience and the right media, the audience is going to pay attention to the teaser campaign as it develops."
Jean-Marc Lehu (2006) for his part stresses that Teaser advertising is characterised by a two phases advertising campaign.
This technique can consist of two or even three teasers. (Lehu,2006)
Aaker et al. (1992) considers:
"It is through teaser advertising that we can provide creative advertising along with effective communication. This is because; this style of advertising not only attracts the target consumers' attention, but also generates interest and educates the consumer about the product benefits and positioning, thus acting as an effective tool of communication."
Phillip Kotler, Gary Armstrong (2001) suggest that prior to the first stage, consumers may be completely unaware of the product, know only its name or know a bit about it. So, there is a need to build awareness first and then knowledge. When Nissan introduced its Infinity automobile line, it started with with an extensive "teaser" advertising campaign to build name familiarity. Original ads for the Infiniti created curiosity and awareness by showing the car's name only and not the car. Later ads created knowledge by informing potential buyers of the car's high quality and many innovative features and continued like this till the last stage. In common cases, Teaser ads act as a source of motivation for customers to purchase activity.
Teaser ad is a powerful tool used to convey message to the target audience but in its own style of creating curiosity on what the ad is about and thus directs the attention of target audience (Journal of Advertising, 2001)
Erik Schmuckler (1999) views Lee Jeans' Teaser ad as an effective communication tool in terms of delivering the right message to the target audience. The main idea behind this mystery ad was to show that this particular brand is cool to wear. Lee became very cool very fast.
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