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 create the message shown to the new target market.

Question

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P&G had to encode their idea, which means translating their concept or message into language and symbols that the new target market would understand and find appealing.

When Procter & Gamble Bought the Old Spice Brand in 1990