MANAGEMENT SLANT
- Educating creative personnel and managers on the differences between self-evaluations and external evaluations of creative ideas can improve motivational incentives for creative personnel.
- Accentuate training for junior creative staff in the standard expected media, tools, and language of marketing strategy.
- Increase emphasis on the selling-in skills of the idea generator, with a particular focus on the appropriateness of an idea.
- When possible, remove subjective heuristics from evaluation processes; for example, utilize blind judges.
INTRODUCTION
It is a roller coaster—you can have a good idea accepted and be on a real...