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 the 18 to 34 age group.In terms of the communication process, the _________ of the message would most likely be undertaken by Procter & Gamble.

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The encoding of the message is the process of translating the sender's thoughts and ideas into a message in a particular format, such as a commercial or advertisement. In this case, Procter & Gamble developed the ads to appeal to a younger target audience, which would involve encoding their message into a format that would resonate with this demographic.

When Procter & Gamble Bought the Old Spice Brand in 1990