Advertising 2.0: Social Media Marketing in a Web 2.0 World

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Overview

Every day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing. Seismic shifts in the industry—like major advertisers setting up shop in Second Life and other alternate realities—have forced marketers and advertisers, ready or not, to employ new advertising models. But the potholes for advertisers using Web 2.0 are many, and missteps by companies that don't understand the new rules of the game guarantee lost time and money ill spent. Advertising 2.0 ensures that readers understand the advertising options possible in the Web 2.0 environment, provides examples of companies using these options, and offers guidelines for their application.

Advertising 2.0 goes way beyond running banner ads on Web sites and explores the rapidly burgeoning world of social media marketing. Among other things, expert Tracy L. Tuten covers viral marketing, doing online research, advertising within online games, and leveraging online opinions to increase sales or grow a brand. She also describes—way out on the leading edge and sure to turn conventional advertising on its head—how smart marketers let consumers generate ad content for products and brands. While the trade press frequently publishes news of companies using innovative communications techniques, there are hardly any books telling people how to take the plunge into the newest forms of advertising. Advertising 2.0 presents the current state of online advertising, and best practices for using techniques like consumer-generated advertising, social networking, online product reviews, viral video, Second Life, alternate reality games, and more. It also includes case studies and examples of successes and mistakes. Companies and brands featured include Nine Inch Nails, Audi, 42 Entertainment, MySpace, YouTube, Dogster, Vodaphone, Leo Burnett, and others. Best, each method described includes guidelines for getting the most out of the technique, thereby letting advertisers cut through the clutter to touch the hearts of customers worldwide.

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Editorial Reviews

From the Publisher

"Tuten (Longwood Univ.) looks at a new advertising landscape in which ads are interactive rather than one-way, unpaid rather than purchased, and consumer-generated instead of controlled by a sponsor. The author advises that advertisers need to recognize that they are not calling the shots alone anymore. Consumer-generated online videos, posts, and blogs all shape a brand's image now. Recommended. Marketing and e-commerce practitioners, faculty, and students, upper-division undergraduate and up."

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Choice

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Product Details

  • ISBN-13: 9780313352966
  • Publisher: Greenwood Publishing Group, Incorporated
  • Publication date: 9/30/2008
  • Edition description: New Edition
  • Pages: 216
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

TRACY L. TUTEN is Associate Professor of Marketing at Longwood University. The author of over one hundred journal articles, book chapters, and conference presentations, her research interests include Web-based survey methods, branding and identity, and online advertising. She serves on the editorial review board for Psychology and Marketing.

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Table of Contents

Acknowledgments

1: Advertising Online: Engaging Consumers with Web 2.0

2: Socialcentricity and the Emergence of Social Media Marketing

3: Friendvertising: Advertising and Brand Building with Social Networks

4: Advertising in the Imagination: Social Virtual Networks and the Vlobalization of Brands

5: From Moments to Minutes: Advertising with Social Play

6: Influence the Influencers: Building Brands with Social News Media

7: Citizen Advertising: Consumer-Told Brand Folklore

8: In My Opinion: The Social Influence of Consumer Product Reviews

9: Social Fiction: Branding with Alternate Reality Games

10: Ads in Play: Immersing Brands In and Around Social Games

11: Social Media Impact: Balancing Metrics and Insight for Advertising Success

Epilogue

Glossary

Notes

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