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Advertising 2.0 : Social Media Marketing in a Web 2.0 World.

Author: Tracy L Tuten
Publisher: Santa Barbara : Greenwood Pub. Group, 2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Professor and advertising pro Tracy L. Tuten shows old-line marketers how to take advantage of the newfangled concepts and tools Web 2.0 enables.
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Tracy L Tuten
ISBN: 9780313352966 0313352968 1282420801 9781282420809 9783133529662 3133529668
OCLC Number: 609858025
Description: 1 online resource (214 pages)
Contents: Table of Contents; Acknowledgments; 1. Advertising Online: Engaging Consumers with Web 2.0; 2. Socialcentricity and the Emergence of Social-Media Marketing; 3. Friendvertising: Advertising and Brand Building with Social Networks; 4. Advertising in the Imagination: Social Virtual Networks and the "Vlobalization" of Brands; 5. From Moments to Minutes: Advertising with Social Play; 6. Influence the Influencers: Building Brands with Social News Media; 7. Citizen Advertising: Consumer-Told Brand Folklore; 8. In My Opinion: The Social Influence of Consumer Product Reviews. 9. Social Fiction: Branding with Alternate Reality Games10. Ads in Play: Immersing Brands in and around Social Games; 11. Social Media Impact: Balancing Metrics and Insight for Advertising Success; Epilogue; Glossary; Notes; Index.

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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