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

Question

Quizplus · Accepted Answer

The primary goal for encoding an advertising message is to make sure it is understood and interpreted in a similar manner by most consumers in the target audience. This will ensure that the message is effective in delivering the intended message to the maximum number of potential customers. A message that is encoded in a way that is unique to each individual may not have the desired impact. Encoding using nonverbal communication is not practical for most ads, and encoding the message in a way that can only be understood by members of the target audience can limit the ad's reach to new potential customers.

When Marketers Develop an Advertising Message,one of Their Primary Goals