TY - JOUR T1 - Jumpstarting Product Development JF - Journal of Advertising Research JO - J Advert Res SP - 62 LP - 77 DO - 10.2501/JAR-43-1-62-77 VL - 43 IS - 1 AU - Howard Moskowitz AU - Barbara Itty Y1 - 2003/03/01 UR - http://www.journalofadvertisingresearch.com/content/43/1/62.abstract N2 - 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. ER -