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

question 63

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 also makes the resulting baked good healthier.Mott's used a __________ strategy.

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

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Definitions:

Oxygen

A chemical element with symbol O and atomic number 8, essential for breathing in most living organisms and a key component of water.

Earth's Crust

The Earth's crust is the outermost solid shell of the planet, composed of rock, and is the surface upon which we live. It varies in thickness and is thinner under the oceans and thicker under continental land masses.

Quartz

A hard, crystalline mineral composed of silicon and oxygen atoms, widely used in jewelry and as an industrial abrasive.

Feldspar

A group of rock-forming minerals that are among the most abundant minerals in the Earth's crust, used in ceramics and glassmaking.