| Advertising 2.0: Social Media Marketing in a Web 2.0 World | 
 enlarge | Author: Tracy L. Tuten
Publisher: Praeger Paperback
Category: Book
List Price: $24.95
Buy New: $19.96
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Avg. Customer Rating:  3 reviews
Sales Rank: 33927
Media: Paperback
Number Of Items: 1
Pages: 216
Shipping Weight (lbs): 0.8
Dimensions (in): 9.2 x 6.1 x 0.7
ISBN: 0313352968
Dewey Decimal Number: 659.144
EAN: 9780313352966
ASIN: 0313352968
Publication Date: September 30, 2008
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Product Description
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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| Customer Reviews:
A Must Read October 27, 2008
0 out of 1 found this review helpful
Dr. Tuten's accessible writing style makes it easy for me to recommend her book to anyone wanting to know about social media marketing.
An Essential Resource October 25, 2008
2 out of 3 found this review helpful
Tracy L. Tuten's new book Advertising 2.0 is one of the most comprehensive books I have read on internet based advertising and the implications for B2B and B2C organizations.
The advertising landscape has experienced a systemic shift in recent years with the emergence of social networking, virtual worlds, the blogosphere, and online games. These changes have forced advertisers, ready or not, to employ new advertising models. But, as Tuten points out, "The potholes for advertisers in the web 2.0 world are many, and missteps by companies who don't understand the new rules of the game guarantee lost time and money ill spent."
In the book Tuten outlines the user generated, web 2.0 environment (which some call the Live Web) and makes it easy to understand. She describes the advertising, branding, and marketing opportunities available so that advertisers and content publishers understand what is available.
Tuten, who is an associate professor of marketing at Longwood University, has solid credibility as a subject matter expert. She has written hundreds of articles and presentations outlining her research on web-based surveys, branding and identity, and online advertising. I highly recommend Advertising 2.0 as an essential resource for advertisers, marketers, and publishers.
Jeb Blount, author of PowerPrinciples: Do you have the Winning Edge?
Go ahead and grab a copy October 14, 2008
1 out of 1 found this review helpful
Informative, but better yet Dr. Tuten's great writing style makes soaking up the information pleasant. Great `real world' examples show that this is not just an academic exercise. She also tackles those yucky metrics that have plagued us since the dawn of this new medium. Bottom line, if you're reading this, you have pre-screened yourself for what this book provides, go ahead and grab a copy.
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