Abstract:

The proposed study intends to investigate the role teaser advertisements have in efficiently influencing consumers' buying decisions in Chennai. The researchers have adopted a questionnaire method to collect perception on teaser advertisement effectiveness among 214 respondents. In order to explore the findings in relation to the research objectives, statistical tools including simple percentage analysis, descriptive statistics, mean-based ranking, and multiple regression analysis were used. The outcome shows that the more enthusiastic teaser ads are, the higher the level of interest they generate and level of curiosity to know about the product advertised higher the sales of the product through the teaser ads. The study recommended that companies use various social media platforms to advertise their products because people who use those platforms often make impulsive purchases

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