When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to ________ its idea to deliver the message to the new target market.

Question

Quizplus · Accepted Answer

P&G had to encode its idea, which means they had to convert their marketing message into a form that would be understood and appealing to the new target market of 18- to 34-year-olds.

When Procter & Gamble Bought the Old Spice Brand in 1990