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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 9-9 Altoids uses
reminder advertising to
build brand awareness
Exhibit 9-10 Lee Jeans
used a successful teaser
campaign featuring Buddy
Lee to help introduce its
Dungarees line
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
© The McGraw−Hill
Companies, 2003
Additional Types of Appeals Not every ad fits neatly into
the categories of rational or emotional appeals. For example, ads for
some brands can be classified as reminder advertising, which has the
objective of building brand awareness and/or keeping the brand name
in front of consumers. Well-known brands and market leaders often
use reminder advertising. For example, Altoids breath mints runs
reminder ads to build national brand awareness and communicate its
quirky “curiously strong” message to consumers (Exhibit 9-9). Products
and services that have a seasonal pattern to their consumption
also use reminder advertising, particularly around the appropriate
period. For example, marketers of candy products often increase their
media budgets and run reminder advertising around Halloween,
Valentine’s Day, Christmas, and Easter.
Advertisers introducing a new product often use teaser advertising,
which is designed to build curiosity, interest, and/or excitement
about a product or brand by talking about it but not actually showing it.
Teasers, or mystery ads as they are sometimes called, are also used by
marketers to draw attention to upcoming advertising campaigns and
generate interest and publicity for them. For example, Lee Jeans used
teaser ads as part of its successful “Can’t bust ’em” campaign for its
new Dungarees line that features the Buddy Lee doll (Exhibit 9-10).
The denim-dressed doll, which was used in Lee’s promotional displays from the 1920s
through the 50s, was brought back and billed as a “Man of Action.” Lee’s agency, Fallon
McElligott, introduced Buddy with a “phantom campaign” designed to intrigue
influential trendsetters among the 17- to 22-year-old target market. Posters of Buddy
Lee, unidentified and unbranded, were wild-posted in “cool” areas of 15 markets to
generate curiosity. The agency then produced a six-minute film, The Buddy Lee Story,
that was run on “graveyard cable,” 2 A.M. slots on Comedy Central and other cable
channels. Again, the product was never mentioned, but the film did associate Buddy
with the Lee Company and its “Can’t bust ’em” spirit.
The goal of the teaser campaign was to let the trendsetters discover Buddy and
spread the news about him. The teaser campaign was successful in generating word of
mouth and helped accelerate the popularity of the brand as subsequent advertising featuring
Buddy hawking the Dungarees line was introduced. The campaign helped make
initial sales of the Dungarees line four times higher than anticipated and resulted in a 3
percent increase in market share for Lee even though overall denim sales were flat. 13
Teaser ads are often used for new movies or TV shows and for major product
launches. They are especially popular among automotive advertisers for introducing a
new model or announcing significant changes in a vehicle. For example, Porsche used