Advertising 2. 0 : Social Media Marketing in a Web 2. 0 World

by Tuten, Tracy L.

ISBN13:
9780313352966
ISBN10:
0313352968
Format: Paperback
Copyright: 2008-09-30
Publisher: Greenwood Pub Group
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Advertising 2. 0 : Social Media Marketing in a Web 2. 0 World > ISBN13: 9780313352966

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Summary

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.

Acknowledgments	p. ix
Advertising Online: Engaging Consumers with Web 2.0	p. 1
Socialcentricity and the Emergence of Social-Media Marketing	p. 19
Friendvertising: Advertising and Brand Building with Social Networks	p. 33
Advertising in the Imagination: Social Virtual Networks and the "Vlobalization" of Brands	p. 55
From Moments to Minutes: Advertising with Social Play	p. 75
Influence the Influencers: Building Brands with Social News Media	p. 89
Citizen Advertising: Consumer-Told Brand Folklore	p. 101
In My Opinion: The Social Influence of Consumer Product Reviews	p. 115
Social Fiction: Branding with Alternate Reality Games	p. 127
Ads in Play: Immersing Brands in and around Social Games	p. 141
Social Media Impact: Balancing Metrics and Insight for Advertising Success	p. 159
Epilogue	p. 175
Glossary	p. 177
Notes	p. 187
Index	p. 199
Table of Contents provided by Ingram. All Rights Reserved.

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