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Advertising 2.0 : social media marketing in a Web 2.0 world

Author: Tracy L Tuten
Publisher: Westport, Conn. : Praeger, 2008.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
"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.  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Tracy L Tuten
ISBN: 9780313352966 0313352968
OCLC Number: 223370177
Description: viii, 202 p. : ill. ; 24 cm.
Contents: Advertising online : engaging consumers with Web 2.0 --
Socialcentricity and the emergence of social-media marketing --
Friendvertising : advertising and brand building with social networks --
Advertising in the imagination : social virtual networks and the "vlobalization" of brands --
From moments to minutes : advertising with social play --
Influence the influencers : building brands with social news media --
Citizen advertising : consumer-told brand folklore --
In my opinion : the social influence of consumer product reviews --
Social fiction : branding with alternate reality games --
Ads in play : immersing brands in and around social games --
Social media impact : balancing metrics and insight for advertising success.
Responsibility: Tracy L. Tuten.
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Abstract:

This book shows marketers how to take advantage of the new concepts and tools Web 2.0 enables. This book ensures that readers understand the advertising options possible in the Web 2.0 environment,  Read more...

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"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. Read more...

 
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