The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers in the southwestern U.S.market.Because it created the ad itself and did not use an ad agency,Frank's RedHot sauce engaged in:

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Encoding is the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs.

The Maker of Frank's RedHot Pepper Sauce Spent $25,000 to Create