Reflection: How to Evaluate Creative Work

  • Category:
    Business
  • Document type:
    Assignment
  • Level:
    Undergraduate
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    1
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    564

Reflection: How to Evaluate Creative Work

One of the most important things about the way of evaluating creative work that I have learnt so far relates to the criteria that can be used to evaluate the work. In general, determining the criteria to be used to evaluate creative work is an important step in the process of developing the work. It is based on the criteria that all the persons who are involved in the process of producing a creative work can judge the extent to which their work is successful. Furthermore, Reinartz and Saffert (2013) emphasise the role of creative work in influencing the success of organisations. It is stated that creative advertising helps organisations to develop relationships with clients and that this contributes to the success of the organisations (Reinartz & Saffert, 2013). Hence, developing the right criteria of evaluating creative work is as important as the other steps in the process which are preparation and developing the right mindset.

In my opinion, the manner in which the step of developing the criteria to be used to evaluate creative work takes into consideration the three most important stakeholders to the process: the customers, the developers of the work and other executives in the company in general. I think that the sensibilities and personalities of the people who do the actual work of developing creative products are important because they determine the actual form of the creative work. The persons who take part in the process of developing a creative product rely on their professional skills and personal tastes and preferences when designing the work. Thus, when evaluating the efficacy of a creative work, it is necessary to take into consideration the sensibilities of the people who do the actual work. It is only when these individuals are confident of their work that a creative piece can be said to be ready to be presented to the management team of the organisation and considered for adoption.

Moreover, developing the criteria that can be used to evaluate creative work takes into consideration the needs of the clients. According to Shah and D’Souza (2009), the ultimate focus of any work of creative advertising is to address the needs of the clients who form the target market segment of the product that is to be advertised. It therefore follows that understanding the needs of the clients and determining whether creative works meet those needs are some of the most important requirements that can be used to develop a general criteria framework for creative works.

I also think that the criteria that can be used to evaluate creative advertising works have to factor in the needs of the other departments of the organisation in question. Often, the process of developing adverts is not confined to the marketing department. In practice, individuals who develop creative works will have to report to the management. Also, they will have to communicate with people who work in different departments. Therefore, the manner in which the results of the creative process are communicated to the management and other departments of an organisation is an important determinant of the success of the creative process.

References

Reinartz, W., & Saffert, P. (2013). ‘Creativity in advertising: When it works and when it doesn’t.’ Harvard Business Review, June. Retrieved from https://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt

Shah, K., & D’Souza, A. (2009). Advertising and promotions: An IMC perspective. New Delhi: Tata-MacGraw-Hill.