Mott's Used an Advertising Campaign to Change the Way Consumers

question 13

Multiple Choice

Mott's used an advertising campaign to change the way consumers thought about its applesauce from a dinnertime side dish to a replacement for cooking oil in baking. The advertising message was that using applesauce in baking cuts calories and makes the resulting baked good healthier. Mott's used a __________ strategy.

• A)product repositioning
• B)perceptual mapping
• C)product positioning
• D)product differentiation
• E)psychographic

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