Business, 01.04.2021 16:00 cjjudecjude5675

Jason Manson is brand manager for Motts Applesauce, a mature brand positioned for flavor. Recently, he built an advertising campaign to change the way consumers thought about applesauce from being a dinnertime side dish to being a replacement for cooking oil in baking. The advertising message was that using applesauce in baking cuts calories and also makes the resulting cookies and cakes healthier. Jason was using a strategy.

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Jason Manson is brand manager for Motts Applesauce, a mature brand positioned for flavor. Recently,...

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