PT  - JOURNAL ARTICLE
AU  - Howard Moskowitz
AU  - Barbara Itty
TI  - Jumpstarting Product Development
AID  - 10.2501/JAR-43-1-62-77
DP  - 2003 Mar 01
TA  - Journal of Advertising Research
PG  - 62--77
VI  - 43
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/43/1/62.short
4100  - http://www.journalofadvertisingresearch.com/content/43/1/62.full
SO  - J Advert Res2003 Mar 01; 43
AB  - This article analyzes current advertisements for eye cream using deconstruction methodology. No outstanding elements emerged from the current communications when considered on a total panel basis. Some elements for advertisements showed some acceptance. Strong performing elements can be uncovered through segmentation. The segments transcend conventional ways of dividing the population and provide a new way for the advertiser to appeal to consumers.