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Advertisers at Work Paperback – May 29, 2012


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Product Details

  • Paperback: 308 pages
  • Publisher: Apress; 1 edition (May 29, 2012)
  • Language: English
  • ISBN-10: 1430238283
  • ISBN-13: 978-1430238287
  • Product Dimensions: 6 x 0.7 x 9 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #2,816,092 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Dr. Tracy Tuten is an associate professor of marketing at East Carolina University, where she teaches advertising and social media marketing. Tuten is the author of Advertising 2.0: Social Media Marketing in a Web 2.0 World and coauthor of the textbook Social Media Marketing. Frequently quoted in the press, including in The New York Times, Brandweek, and the Washington Post, she is a leading contributor to industry views on branding. An award-winning scholar, her research has appeared in such journals as Psychology & Marketing, and the Journal of Business Research, among others.

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More About the Author

I'm Tracy Tuten, Associate Professor of Marketing at East Carolina University. That means it's my job to constantly learn. Along the way I get to share what I've learned with students and encourage them to use knowledge and skills to be anything they dream of being; after all, it is my students whom I credit for keeping me young.

I ended up in social media marketing as a kind of fluke. My specialty in research is web surveys, (if I didn't teach, I'd just question people all day long about all kinds of consumer topics!) and I was one of the very first people studying web surveys back in the 1990s. I also taught advertising so I was up to date on all things online advertising. As social was birthed, I was there reading about it and bringing it into my classroom. I saw an opportunity to share my knowledge about social media marketing beyond the walls of my classroom, so I organized it in a way that made sense to me and then wrote my first book - Advertising 2.0: Social Media Marketing in a Web 2.0 World.

People who know me know that I can be neurotic, tenacious, and enthusiastic. In the spirit of full disclosure, I even put on lipstick before conference calls. Outside of the bright lights and fame that Advertising 2.0 has brought me, I'm proud to share that I once had breakfast donuts with Joe Pesci. I'm an objectivist and if you agree with the values of Ayn Rand, we're bound to work well together.

Although I get a kick out of reading work by Stephen Covey, Brian Tracy, and Jack Canfield, I'm more than just goal-orientation and organizational inclination. I have my mother's smile and my father's loyalty, I'm married to someone who sat behind me and pulled my hair in 4th grade, and I'm the proud puppy mama to Chloe.

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Most Helpful Customer Reviews

By Steven S. Swanson on August 9, 2012
Format: Paperback Verified Purchase
So, Ad Geeks, unite, this book is for you. Gives you historical and current prospect about this great biz. Well worth the read.
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Format: Paperback
In searching for my own place in the marketing & advertising world, I found this book to be very inspiring. Reading it from the interview perspective really captures the personalities of these advertising greats. My favorite part of each interview was reading about the "day in the life" of each person. If you are curious as to what the advertising world is really about or you live it daily - you will learn a lot just reading what different people in the broad range of ad jobs do for a living. I was inspired by their stories of never giving up, finding their place in the industry, what made them want to do what they do, how they juggle family time and so much more. A wonderful insightful experience ... an intriguing and capturing read... and by the way Susan Credle, the Mayhem commercials are my favorite!
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Format: Paperback
If you are like me, and would rather learn from marketing experts instead of making potentially costly mistakes yourself, this book is for you. Whether you are just getting started in the business or have been around the block for a while, the book has insights for both. A question and answer format, as well as a sometimes humorous approach makes for a rather quick read. I also liked the kinds of questions asked in the interview. One suggestion from me would be to add a picture of each interviewee to the first page in each chapter.
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1 of 2 people found the following review helpful By Thomas Duff HALL OF FAMETOP 1000 REVIEWERVINE VOICE on September 1, 2012
Format: Paperback
Through a friend of a friend, I was asked if I'd be interested in reading Advertisers at Work by Dr. Tracy Tuten. That wouldn't be my normal reading area of interest, but I've been called an "eclectic reader" more than once. :) What I got was far more than I expected, even if I'm not in the advertising field. This was a valuable read for me on a number of levels.

Contents:
Introduction; Chris Raih, Co-founder and Managing Director, Zambezi; Kristen Cavallo, Chief Strategy Officer, Mullen; Luke Sullivan, Former Creative Director, GSD&M Idea City; Mike Hughes, President, The Martin Agency; Susan Credle, Chief Creative Officer, Leo Burnett North America; Marshall Ross, Chief Creative Officer, Cramer-Krasselt; Edward Boches, Chief Innovation Officer, Mullen; Doug Fidoten, President, Dentsu America; David Oakley, Creative Director, BooneOakley; Anne Bologna, Managing Director, MDC Partners; Jayanta Jenkins, Global Creative Director; TBWA/Chiat/Day; Eric Kallman, Creative Director, Barton F. Graf 9000; Craig Allen, Creative Director, Wieden+Kennedy; Ryan O'Hara Theisen and Jonathan Rosen, Founders, Lucky Branded Entertainment; John Zhao, Independent Filmmaker; Ellen Steinberg and Jim Russell, Group Creative Director/EVP and Chief Innovation Officer, McKinney

Dr. Tuten teaches advertising and social media marketing, and she takes her background and insights into a series of interviews with a number of influential people in the industry. She explores a range of topics based on the areas of focus of whoever she is interviewing.
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