For Years, Campbell's Soup Ran Ad Campaigns Showing Chilly Kids

question 54

Multiple Choice

For years, Campbell's Soup ran ad campaigns showing chilly kids and parents coming home for lunch to a steaming bowl of soup. This is an example of what type of positioning?

• A) Positioning by doing the opposite
• B) Positioning by turning a disadvantage into an advantage
• C) Positioning as a leader
• D) Positioning with respect to usage situation
• E) Positioning by user

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Definitions:

Cohesiveness

The quality of forming a united whole, often referring to the sense of solidarity or togetherness within a group.

Theoretical Model

An abstract representation that explains how various aspects of a concept or process are related to each other.

Motivational

Pertains to the various psychological factors that stimulate a person's desire to be continually interested and committed to a job, role, or subject, or to make an effort to attain a goal.

Behavioral

Pertaining to the actions or reactions of an organism, often in relation to its environment, which can be observed and measured from the outside.