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Advertising 2.0: Social Media Marketing in a Web 2.0 World [Paperback]

Tracy L. Tuten
3.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

30 Sep 2008
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.

Product details

  • Paperback: 216 pages
  • Publisher: Greenwood Press (30 Sep 2008)
  • Language: English
  • ISBN-10: 0313352968
  • ISBN-13: 978-0313352966
  • Product Dimensions: 23 x 15 x 2 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,243,633 in Books (See Top 100 in Books)

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Review

"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." - Choice

About the Author

Tracy L. Tuten is Associate Professor of Marketing at Longwood University.

Inside This Book (Learn More)
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Customer Reviews

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Most Helpful Customer Reviews
Format:Paperback
Advertising 2.0 explains how the advent of the Web 2.0 fundamentally changes advertising (and marketing) and provides an overview of what the opportunities, challenges and pitfalls for advertisers and marketers on different Web 2.0 platforms are.

In order to be effective in the Web 2.0 era, advertising has to change its traditional top-down approach to become more inclusive and interactive ("social", if you like) by inviting consumers to participate and engage. Based on this diagnosis, largely self-contained book chapters deal with how consumer engagement can be achieved (or not) using social networks, virtual worlds, social news/bookmarking, citizen-generated advertising, online reviews, alternate reality games and gaming platforms. The final chapter deals with measuring impact and return on investment (ROI) of We 2.0 advertising.

Advertising 2.0 is more of a theoretical textbook on advertising and the Web 2.0 than a hands-on guide for advertisers, limited to providing general analysis and insights. It covers the most popular social media platforms (Facebook and YouTube, but not Twitter) and less-mainstream social media, such as (declining) virtual worlds and alternate reality gaming, in equal importance, which may make it less relevant for certain categories of readers.

Negative points include at times excessive repetitiveness of ideas and concepts (to some extent due to the self-contained nature of the chapters), too long paragraphs, which make reading at times difficult, as well as sourcing of examples and research largely limited to the North America - making the book less insightful to international advertisers and/or readers.

Highlights include the coverage of marketing with social news/bookmarking communities and citizen advertising.

Overall, a limited yet useful book for readers interested in research and analysis of advertising in the Web 2.0 world - but no more.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  4 reviews
3.0 out of 5 stars Research and Analysis of Advertising in the Web 2.0 World 8 Jan 2012
By Fabio Weissert - Published on Amazon.com
Format:Paperback
Advertising 2.0 explains how the advent of the Web 2.0 fundamentally changes advertising (and marketing) and provides an overview of what the opportunities, challenges and pitfalls for advertisers and marketers on different Web 2.0 platforms are.

In order to be effective in the Web 2.0 era, advertising has to change its traditional top-down approach to become more inclusive and interactive ("social", if you like) by inviting consumers to participate and engage. Based on this diagnosis, largely self-contained book chapters deal with how consumer engagement can be achieved (or not) using social networks, virtual worlds, social news/bookmarking, citizen-generated advertising, online reviews, alternate reality games and gaming platforms. The final chapter deals with measuring impact and return on investment (ROI) of We 2.0 advertising.

Advertising 2.0 is more of a theoretical textbook on advertising and the Web 2.0 than a hands-on guide for advertisers, limited to providing general analysis and insights. It covers the most popular social media platforms (Facebook and YouTube, but not Twitter) and less-mainstream social media, such as (declining) virtual worlds and alternate reality gaming, in equal importance, which may make it less relevant for certain categories of readers.

Negative points include at times excessive repetitiveness of ideas and concepts (to some extent due to the self-contained nature of the chapters), too long paragraphs, which make reading at times difficult, as well as sourcing of examples and research largely limited to the North America - making the book less insightful to international advertisers and/or readers.

Highlights include the coverage of marketing with social news/bookmarking communities and citizen advertising.

Overall, a limited yet useful book for readers interested in research and analysis of advertising in the Web 2.0 world - but no more.
5.0 out of 5 stars Tuten is some one to keep on your radar 6 Sep 2010
By Karen Gardiner - Published on Amazon.com
Format:Paperback|Verified Purchase
This a smart book by a very smart author. Though it's been years since I was in college, I appreciate her approach which lays out the how and why of social media and how marketers can use it to sell products, services and causes. If you are looking for a text to help you understand how social media marketing has evolved then get this book. Living through media changes doesn't mean you'll understand what has been happening. This book will give the answers to many of your questions.
0 of 1 people found the following review helpful
4.0 out of 5 stars A Complex overview of Web 2.0 18 Dec 2009
By Belinda Meyer - Published on Amazon.com
Format:Paperback
I did not resonate with this book. It is not a "how to" guide, but rather a textbook. Far too intellectual take on Web 2.0, but that's just my opinion.

From the back cover of the book:
"Every day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing. Seismic shifts in the industry 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, provide examples of companies using these options, and offers guidelines for their application."
0 of 4 people found the following review helpful
5.0 out of 5 stars A Must Read 27 Oct 2008
By E. Griffin - Published on Amazon.com
Format:Paperback
Dr. Tuten's accessible writing style makes it easy for me to recommend her book to anyone wanting to know about social media marketing.
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