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 starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of which step of the creative process?

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 starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of which step of the creative process?

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 starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of which step of the creative process?



A. preparation

B. incubation

C. illumination

D. verification

E. revision



Answer: A


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