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 deliver the message to the new target market.

A) respond
B) discuss
C) decode
D) encode
E) feedback

Encode

The process of converting information into a particular form, often for communication or storage purposes.

Communication Process

The sequence of steps through which information is transmitted and received, involving a sender, message, medium, receiver, and feedback.

Personal-care Powerhouse

A dominant company in the personal care industry, known for producing and marketing a wide range of personal hygiene and beauty products.