TITLE

An intriguing teaser campaign isn't always the smartest move

AUTHOR(S)
CRAIN, RANCE
PUB. DATE
June 2012
SOURCE
Advertising Age;6/4/2012, Vol. 83 Issue 23, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Opinion
ABSTRACT
The author offers opinions on teaser advertising campaigns in which advertising is presented without identifying the product or company being advertised. A campaign of the cable television company Bright House is used to support the contention that such campaigns are of limited effectiveness because consumers are often disappointed with the product when it is eventually revealed.
ACCESSION #
60406108

 

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