Dara is the creative director for the Wise-Humphrey advertising agency. She spends an hour every morning reading publications such as Marketing Magazine, Strategy, and The National Post to gain a better understanding of what is happening in the world of marketing and advertising. This activity can be characterized as:

Question

Quizplus · Accepted Answer

Dara's activity of reading publications is a form of general preplanning input, as she is gaining a broader understanding of the industry as a whole rather than focusing on a specific product or problem. Verification research involves checking the accuracy of existing data, product specific preplanning input focuses on researching a specific product or line, and problem detection research is conducted when there is a particular issue that needs to be addressed.

Dara Is the Creative Director for the Wise-Humphrey Advertising Agency