When Procter & Gamble Bought the Old Spice Brand in 1990

Multiple Choice

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