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Tina Riden: A Case Study

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In order to handle these deadlines, an advertising manager must be a creative thinker and a hard worker. Creativity is key for making a campaign that will leave an impression on the consumer while hard work is what actually gets it done; with demanding (Herto, personal communication, February 26, 2016). People skills are incredibly important to succeed in advertising. Tina Riden, a senior account executive in the marketing branch of Comcast, said, “In many ways, people are buying you and your image as much as they're buying your campaign.” An advertising manager must be able to communicate thoughts and ideas precisely and persuasively to both their team and their client. In addition to talking well, the manager should be a good listener and …show more content…

Riden has worked in advertising for all of her career yet had a minimal college education. Riden attended college as a communications major before leaving for a full-time job as a radio announcer, eventually advancing to the top spot of the station. Later she started her own radio station from scratch and wrote and produced many of the commercials. Her current job, which is very similar in duties to an advertising manager, normally requires a college degree and additional experience, but her extensive post-college education, experience, and achievements qualified her for the job (personal communication, February 24, 2016). In a personal interview on February 26, 2016, Herto emphasized that “in a practical sense, not everyone checks for degrees”. In fact, when hiring in the advertising industry, employers analyze a portfolio more closely than the potential employee’s academic achievements; they look for “idea people” rather than well-educated graduates with advanced degrees. Nonetheless, a good understanding of what motivates people to buy things will be helpful when coming up with an ad campaign. “Creativity cannot be taught, but the ability to sell a product can,” said

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