Advertising 2. 0 : Social Media Marketing in a Web 2. 0 World
by Tuten, Tracy L.Format: Paperback
Pub. Date: 2008-09-30
Publisher(s): Greenwood Pub Group
Other versions by this Author
List Price: $24.95
Buy Used
Usually Ships in 24-48 Hours
$17.96
Rent Textbook
Select for Price
New Textbook
We're Sorry
Sold Out
eTextbook
We're Sorry
Not Available
This item is being sold by an Individual Seller and will not ship from the Online Bookstore's warehouse. The Seller must confirm the order within two business days. If the Seller refuses to sell or fails to confirm within this time frame, then the order is cancelled.
Please be sure to read the Description offered by the Seller.
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.
Table of Contents
| 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. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.