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 step in the creative process involves gathering information and knowledge relevant to the task at hand. In this case, Leon is reading golfing magazines and talking to people who play golf to gain insights and inspiration for creating the advertising campaign.

Leon Is the Creative Director for an Agency That Has