In terms of the communication process, a creative preparing an ad is most likely going to be involved in:

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Encoding is the process of converting the intended message into words, symbols, or visual elements so that it can be communicated to the intended audience. A creative preparing an ad is responsible for encoding the message in a creative and compelling way that will capture the audience's attention and persuade them to take action.

In Terms of the Communication Process, a Creative Preparing an Ad