Tiffany is the creative director of an ad agency.The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women.As part of her preparation for developing a creative strategy,Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society.This information is part of:

Question

Quizplus · Accepted Answer

The studies on the overall fitness and exercise market and the changing roles of women in society are general preplanning input, providing background information that can guide the development of a creative strategy. Product-specific preplanning input would focus specifically on the exercise videos for women produced by the company, while problem detection studies and illumination studies are more focused on generating insights or solutions to specific challenges or questions. The brainstorming process comes later in the creative development process, after relevant research and input has been gathered.

Tiffany Is the Creative Director of an Ad Agency