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

Format: Paperback
Pub. Date: 2008-09-30
Publisher(s): Greenwood Pub Group
List Price: $24.95

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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

Acknowledgmentsp. ix
Advertising Online: Engaging Consumers with Web 2.0p. 1
Socialcentricity and the Emergence of Social-Media Marketingp. 19
Friendvertising: Advertising and Brand Building with Social Networksp. 33
Advertising in the Imagination: Social Virtual Networks and the "Vlobalization" of Brandsp. 55
From Moments to Minutes: Advertising with Social Playp. 75
Influence the Influencers: Building Brands with Social News Mediap. 89
Citizen Advertising: Consumer-Told Brand Folklorep. 101
In My Opinion: The Social Influence of Consumer Product Reviewsp. 115
Social Fiction: Branding with Alternate Reality Gamesp. 127
Ads in Play: Immersing Brands in and around Social Gamesp. 141
Social Media Impact: Balancing Metrics and Insight for Advertising Successp. 159
Epiloguep. 175
Glossaryp. 177
Notesp. 187
Indexp. 199
Table of Contents provided by Ingram. All Rights Reserved.

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