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Advertising 2.0: Social Media Marketing in a Web 2.0 World

4.3 out of 5 stars 4 customer reviews
ISBN-13: 978-0313352966
ISBN-10: 0313352968
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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." - 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)

"Dr. Tracy Tuten's book provides an invaluable overview of the complex social inner workings of the virtual world environment. She offers an array of case studies from leading edge marketers in the space that give the reader key insights into how to navigate these worlds as a thoughtful, inclusive marketing participant." (Ellen Kolsto, Senior Marketplace Planner, GSD&M Idea City)

"Tracy has taken the hot topics today--social networking, blogging, mobility-and approached them with an analytical mind. Few people can provide more clarity and substance to these trends than Tracy." (Kristen Cavallo, Director of Development, The Martin Agency)

"From 'word-of-mouse' to the latest on social network advertising, this book impressively captures the exciting scope of marketing in and to an online world. It has all the right tools for understanding the psychology behind consumer choices as well as the depth of challenges faced by today's advertisers." (Nina Lentini, Editor of MediaPost's Marketing Daily)
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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: 6 x 0.5 x 9 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: #2,212,069 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Fabio Weissert on January 8, 2012
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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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
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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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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