A STUDY ON THE NOTICE EffECT WBIICH IS fOUND BY USE OF TEASER AD. IN THE BRAND LAUNCBIING.

Ji-Yean, Kim Major in Advertising Design Dept. of Industrial Design Graduate School of Industrial Arts Hoing-lk University Directed by Prof. Sun-Eui, Park

These days, according as economy develop so fast, companies put out new brands in the market, which can satisfy consumer's needs continuously to gain an advantage in the company competition in the category of business. But it's so hard to new products to enter the market, successfully. On the contrary, most of new brands foil to enter the market, due 13 deficiency of consumer's acknowledgement, consumer's resistance about something new, and competition with other companies.

In the competition environment instead of engrossment, it is important to make distinctions by the 2nd function - an exterior view, design, instrument of product - or to distinguish one from another by the promotion such as advertisement or sales.

If consumer recognize a new brand by use of distinctive advertisement expression, the brand will gain an .advantage in the competition, So, Launching Advertisement has become more important. We can put consumers in mind of the brand by effective launching advertisement which 1111 up a perceptual gab between consumers and comparues.

We can use Teaser Advertisement as a method of successful launching advertisement, it can distinguish one from other advertisements and catch consumer's attention by inducing consumer's curiosity, so it can make consumer to recognize the brand, effectively. Teaser Advertisement mostly has been used for advertisement of flood, drinks, and clothes. Nowadays, it is also used for advertisement of electronic products and automobiles. Teaser Advertisement has a disposition of unexpectness, topic, association, shock, gradual progress, conciseness, and distinction.

When we use Teaser Advertisement as a advertising technique to make a recognition new brand clearly, sometimes there is no correction between Teaser Advertisement and new brand, and sometimes a flow of advertisment is stopped because the intervals of advertisement are too long. In these cases, it is hard to active our goal of advertisement. So, we must make a creative Teaser Advertisement to achive our goal by appeal consumers.