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

---

Definitions:

Legal System

The system of rules and guidelines, usually enforced through a set of institutions, used to govern a community, society, or country.

Confidence

The feeling of self-assurance arising from an appreciation of one's own abilities or qualities.

Serial Murderers

Individuals who commit a series of murders, usually with psychological gratification as their primary motive.

Empathy

The ability to understand and share the feelings of another from their perspective.