When marketers develop an advertising message, one of their primary goals is to encode the message:
A) so that it can only be understood by members of the target audience
B) so that it will be understood and interpreted in a similar way by most consumers
C) using nonverbal communication so as to eliminate problems with connotations and jargon
D) in a way that makes its message unique to each individual who is exposed to the ad

Question

Quizplus · Accepted Answer

The primary goal of encoding an advertising message is to ensure that it will be understood and interpreted in a similar way by most consumers, thereby maximizing the effectiveness of the message. Option A is incorrect because marketers want the message to be understood by as many members of the target audience as possible, not just a select few. Option C is incorrect because nonverbal communication can be ambiguous and open to interpretation, leading to potential misunderstanding. Option D is incorrect because it is impossible for marketers to create a message that is unique to each individual who sees the ad.

When Marketers Develop an Advertising Message, One of Their Primary