Advertising 2.0
Social Media Marketing in a Web 2.0 World
by Tracy L. Tuten
September 2008, 216pp, 6 1/8x9 1/4
1 volume, Praeger

Paperback: 978-0-313-35296-6
$35, £27, 31€, A48
eBook Available: 978-0-313-35297-3
Please contact your preferred eBook vendor for pricing.

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.

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.

Advertising 2.0 goes way beyond running banner ads on Web sites and explores the rapidly burgeoning world of social media marketing. Among other things, expert Tracy L. Tuten covers viral marketing, doing online research, advertising within online games, and leveraging online opinions to increase sales or grow a brand. She also describes—way out on the leading edge and sure to turn conventional advertising on its head—how smart marketers let consumers generate ad content for products and brands. While the trade press frequently publishes news of companies using innovative communications techniques, there are hardly any books telling people how to take the plunge into the newest forms of advertising. Advertising 2.0 presents the current state of online advertising, and best practices for using techniques like consumer-generated advertising, social networking, online product reviews, viral video, Second Life, alternate reality games, and more. It also includes case studies and examples of successes and mistakes. Companies and brands featured include Nine Inch Nails, Audi, 42 Entertainment, MySpace, YouTube, Dogster, Vodaphone, Leo Burnett, and others. Best, each method described includes guidelines for getting the most out of the technique, thereby letting advertisers cut through the clutter to touch the hearts of customers worldwide.


"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. The author advises that advertisers need to recognize that they are not calling the shots alone anymore. Consumer-generated online videos, posts, and blogs all shape a brand's image now. Recommended. Marketing and e-commerce practitioners, faculty, and students, upper-division undergraduate and up."—Choice, April 1, 2009

"This remarkable book will be a milestone for all marketers, educators and communicators who still ask the fundamental question: how can we connect with consumers today? For the first time, a smart, clear and essential guide to the changing habits and digital needs of contemporary audiences. It is a must-read for all of our staff."—Bob Witeck, CEO of Witeck-Combs Communications, Co-author of Business Inside Out

"Dr. Tracy Tuten's book provides an invaluable overview of the complex social inner workings of the virtual world environment. She offers an array of case studies from leading edge marketers in the space that give the reader key insights into how to navigate these worlds as a thoughtful, inclusive marketing participant."—Ellen Kolsto, Senior Marketplace Planner, GSD&M Idea City

"Tracy has taken the hot topics today--social networking, blogging, mobility-and approached them with an analytical mind. Few people can provide more clarity and substance to these trends than Tracy."—Kristen Cavallo, Director of Development, The Martin Agency

"From 'word-of-mouse' to the latest on social network advertising, this book impressively captures the exciting scope of marketing in and to an online world. It has all the right tools for understanding the psychology behind consumer choices as well as the depth of challenges faced by today's advertisers."—Nina Lentini, Editor of MediaPost's Marketing Daily
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