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,P&G had to __________ its idea to create the message shown to the new target market.

Question

Quizplus · Accepted Answer

To create a message shown to the new target market, P&G had to encode its idea into a message that would appeal to the 18-to-34 age group. Encoding refers to the process of converting the sender's ideas into a message, which in this case would be the advertisements created by P&G to appeal to the younger target market.

When Procter & Gamble Bought the Old Spice Brand in 1990,it