The Effect of Brand Breadth and Perceived Newness to the Brand on Teaser Advertising—The Case of 3C Product
Date Issued
2014
Date
2014
Author(s)
Pon, Ching-Yun
Abstract
Teaser advertising has gained its notice in industries such as FMCG and consumer electronic device in Taiwan. This advertising form is relatively new to the history of advertising. Because the purpose and mechanism of teaser advertising is different from traditional advertising, the result of this form of advertising can’t be defined purely from sales number; the academic world also hasn’t put much attention on this topic yet. These factors form the motive of this research.
“Brand breadth” and “perceived newness to the brand” are the two core variables in this research. The research can be divided into three parts. The first part discusses how “timing of revealing product category”, “brand breadth” and “perceived newness to the brand” can affect the curiosity level after seeing the first ad (teaser ad). After viewing the second ad (revealer ad), the second part focus on how the interaction between “brand breadth” and “product category” affects the “perceived newness to the brand” and how this effect will drive the curiosity and advertising attitude. The third part is a longitudinal comparison of curiosity level between teaser ad and revealer ad, and how may this curiosity difference be influenced by “timing of revealing product category”, “brand breadth” and “perceived newness to the brand.”
The results of a 2x2x2 experiment are as follows: (1) Revealing the product category in the teaser ad reduces the level of “want to know”, thus negatively affects the knowledge gap. (2) There is no interaction among “timing of revealing product category”, “brand breadth” and “perceived newness to the brand” on curiosity level and advertising attitude. (3) Narrow brand launching a new product that is beyond its current product mix successfully creates the greatest perceived newness to the brand, and thus leads to favorable final attitude toward product and advertisement. (4) Curiosity difference between teaser and revealer ad is not driven by timing of revealing product category, brand breadth, or perceived newness to the brand. (5) The product category that has higher involvement seems to trigger stronger curiosity in every time spot. Overall, this research expands the field of curiosity theory and teaser advertising into 3C industry and provides pragmatic suggestions for companies that want to use teaser advertising as future communication strategy.
Subjects
前導廣告
品牌寬度
新產品知覺新穎程度
好奇
資訊缺口
Type
thesis
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