RT Journal Article
SR Electronic
T1 Jumpstarting Product Development
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 62
OP 77
DO 10.2501/JAR-43-1-62-77
VO 43
IS 1
A1 Howard Moskowitz
A1 Barbara Itty
YR 2003
UL http://www.journalofadvertisingresearch.com/content/43/1/62.abstract
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.