Teaser Campaign: Better way for Marketing??

Guess it depends mostly on the expectations met based on the hype set. This hype set can prove to be best or worst depending on what you have in store for consumers. Teaser thinking has been a very bad experience for Ford Edsel, which was named after Henry Ford's son "Edsel". It was launched with the teaser slogan: 'The Edsel is coming'.

Teaser campaign which Ford thought will give it the best marketing by generating enough curiosity among the consumers actually backfired them. It was a car designed from a manufacturer's perspective and not from consumer's perspective. Its name was compared with weasel, grille was said to look like Vagina with teeth, Design was criticized, nothing much special about it and overpriced. Now this happens when consumer's expectations are very high and one can't blame consumers. After the dazzling Thunderbird, consumers had lot of expectations from Edsel(credits to hype for teaser slogan). It was not supposed to be revolutionary car but an evolutionary car. Blame it to research for not finding what people wanted or expectation(hype)

which was not met.

I wonder what would have happened if the expectation set were not that high?? Here is a perspective which i think would have helped in promoting the launch of Edsel. If the teaser had restricted the consumer's expectation, Edsel would have secured a different place in the market. Teaser plays the most important part here because once you give a flash of thought mind rambles in thousands of directions, which builds expectations and hence the comparison starts when actually it is in front of you. It never meets the expectation. Just imagine if someone gives you a thought that there is a James bond sci-fi movie just round the corner, looking at his past movies one can imagine whether his/her thoughts will have any limitations and when such movie comes it might miss to strike a chord, which is what happens a lot many times with a multi-starer-hyped our very own Bollywood movies. In a way teaser should be focused and should not carry with it any idea about the product which the product actually doesn't have in it.

PS: Edsel was denigrated as "The car with the toilet seat grill".