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Advertising 2.0: Social Media Marketing in a Web 2.0 World Paperback – September 30, 2008

ISBN-13: 978-0313352966 ISBN-10: 0313352968

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Product Details

  • Paperback: 216 pages
  • Publisher: Praeger (September 30, 2008)
  • Language: English
  • ISBN-10: 0313352968
  • ISBN-13: 978-0313352966
  • Product Dimensions: 9.1 x 5.9 x 0.8 inches
  • Shipping Weight: 13.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #1,517,830 in Books (See Top 100 in Books)

Editorial Reviews

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."

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Choice

Review

"This remarkable book will be a milestone for all marketers, educators and communicators who still ask the fundamental question: how can we connect with consumers today? For the first time, a smart, clear and essential guide to the changing habits and digital needs of contemporary audiences. It is a must-read for all of our staff."

(

Bob Witeck, CEO of Witeck-Combs Communications, Co-author of Business Inside Out

)

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.

Customer Reviews

4.2 out of 5 stars
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Most Helpful Customer Reviews

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.
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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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0 of 1 people found the following review helpful By Belinda Meyer on December 18, 2009
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."
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0 of 4 people found the following review helpful By E. Griffin on October 27, 2008
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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