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Jumpstarting Product Development: Competitive Analysis and Conjoint Measurement in the Cosmetic Industry
Published online by Cambridge University Press: 01 July 2003
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.
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- MEASUREMENT
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