Motts Applesauce used an advertising campaign to change the way consumers thought about 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.Motts was using a __________ strategy.
A)perceptual mapping
B)product positioning
C)product differentiation
D)repositioning
E)psychographics

Question

Quizplus · Accepted Answer

Motts was attempting to change the way consumers thought about applesauce by repositioning it from a dinnertime side dish to a healthier alternative to cooking oil in baking. This is an example of repositioning, where a company attempts to change the perception of a product in the mind of the consumer.

Motts Applesauce Used an Advertising Campaign to Change the Way