Brianna’s new marketing campaign in Niger hit a snag when many of her prospective customers were unable to read her ad in the local paper. A high rate of illiteracy caused this problem in the communications process at the step.

The correct answer is Encoding.

Explanation:

Coding means that the potential consumer perceives the campaign message in the same way that it was planned. The market must be perfectly analyzed in order to identify these types of situations that can directly harm the marketing action. A high illiteracy rate suggests the use of other media, such as video commercials or radio spots, in order to develop sound encoding for these types of people and visuals for those who can read and write.