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

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