Jumpstarting Product Development: Competitive Analysis and Conjoint Measurement in the Cosmetic Industry

Howard Moskowitz and Barbara Itty

Journal of Advertising Research, 2003, vol. 43, issue 1, 62-77

Abstract: 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.

Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:cup:jadres:v:43:y:2003:i:01:p:62-77_03

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