Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs.Before developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf.These activities are part of the _____ step of the creative process outlined by Graham Wallas.
A)preparation
B)incubation
C)illumination
D)verification
E)Revision

Question

Quizplus · Accepted Answer

The preparation stage in the creative process involves doing research, gathering information and exploring different ideas. Leon's activities of reading golf magazines and talking to friends and co-workers who play golf are part of this stage.

Leon Is the Creative Director for an Agency That Has