What is a teaser?

Frontrunner for an advertising campaign, revealing only partial information. Frequently used as a product or service launch technique, and can adopt different formats, such as web pages under development or enigmatic adverts that never reveal the identities of the advertiser or the promoted product/service.

Whereby the advertising message is presented as an enigma, generating curiosity and expectation amongst users (hype), employing the viral nature of the Internet to gain media coverage when subsequent adverts resolve the story or complete the message.

Other denominations:
Teaser

 
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