Jonathan is a creative director at the Peet,Williams & Greene advertising agency.He spends an hour every morning reading publications like Advertising Age,The Wall Street Journal and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising.This activity can be characterized as:
A)general preplanning input.
B)product-specific preplanning input.
C)verification research.
D)brainstorming.
E)problem detection research.

Question

Quizplus · Accepted Answer

Jonathan's activity of reading industry publications to understand the broader marketing and advertising landscape is an example of gathering general preplanning input, which involves collecting information that can inform and inspire the creative process.

Jonathan Is a Creative Director at the Peet,Williams & Greene