Blog

Like this? Share it!
LIVErtising exam

LIVErtising exam

Apr 16 2016

Updated on May 11 You are wondering what to expect for the #LIVErtising exam, right? Here is the information to put you at ease with this. Your study The exam contents correspond to the information shared during the lectures, on the basis of the slides, I mean, the oral contents shared during the lectures, not just the slides. In addition, the Reading File and the Youtube Video Channel provide background information you…

From Listening to Insights: LIVErtising 16.4

From Listening to Insights: LIVErtising 16.4

Feb 19 2016

Hello there!  We are already in our fourth LIVErtising week. TTI has had its kick-off meeting and a save-the-date invitation is due to roll out soon for our Trend Talk Ihecs #2 of April 19. Some among you are already warming up for the Hubspot or Google certifications. And we have already four chapters of the LIVErtising Masters course to chew on. LIVErtising 16.4 is entitles “From Listening to Insights”. I am…

Should you cut the TV Cable Cord? Here is how to decide!

Should you cut the TV Cable Cord? Here is how to decide!

Feb 17 2016

Last week in LIVErtising I tried to answer the question whether traditional media should be considered dead for advertisers and adpeople – especially television. If the obvious answer is “no”, my intention was to provide up-to-date background information to support that position. Just in case you are still a little confused by the possibilities offered by the evolving television landscape, or if the recent LIVErtising 16.3 lecture left you wondering: here is…

Digging deeper into LIVErtising

Digging deeper into LIVErtising

Feb 03 2016

LIVErtising is networked, interactive, participative marketing communication. My hope in this course is to base the pedagogy on the same approach. This is why LIVErtising.net invites all students and visitors to have a look around the site to use it as a source of personal development. Everybody interested in participative communication is invited to do so on the basis of the information available in the different sections of the site. This also…

LIVErsiting off to a new start 2016

LIVErsiting off to a new start 2016

Jan 31 2016

February is here again with its usual load of advertising adrenaline, the American Super Bowl 50 among its most prominent events. This year, as usual, word of mouth surrounding the game takes place before the moment itself, as well as during and after it. Here is what we know about this year’s edition so far, according to What Business Intelligence knows about the Super Bowl 50 so far, to feed the grapevine. Each…

Bridging the gap to LIVErtising

Bridging the gap to LIVErtising

Jul 03 2015

For majors in advertising the course in English in Master 1 at IHECS is called “Issues in Marketing Communication” and is scheduled in the second term. It is branded LIVErtising. In order to bridge the gap in your English curriculum between September 2015 and February 2016 I’ll ask you to team up in pairs to select and read one English book.   Reading for Marketing Communication The book should bear a clear…

Three stones of knowledge: LIVErtising exam information (September 21 update)

Three stones of knowledge: LIVErtising exam information (September 21 update)

May 23 2015

You are wondering what to expect for the #LIVErtising exam, right? Here is the information to put you at ease with this. The exam contents correspond to the information shared during the lectures, on the basis of the slides: I mean, the oral contents shared during the lectures, not just the slides.will be based on three concepts from the course. You’ll draw at random three cards from a triple list inluding: (1) core concepts (2) supporting concepts (3) illustrating concepts. To explain…

Book dating 2015 – timetable added

Book dating 2015 – timetable added

Feb 17 2015

All LIVErtising student have selected a book in line with marketing communication and have also produced media based on their reading. This only becomes meaningful when you can share the insights you won in this way with other interested people. A first platform that enables sharing this experience is the Bookdating Listly page with your media. Here is more information about a second opportunity to share: Bookdating is an ideas exchange during two lectures…

WHY you should start LISTENING!

WHY you should start LISTENING!

Feb 12 2015

One idea that lies at the heart of LIVErtising is the engagement concept. It emerged from our first lecture as a key to building consumer trust and building loyalty. Our analysis of the concept enabled us to break it into two basic components: interaction and amplification. Good. This should not make us forget the first element we hit upon when trying to understand trust. It is called listening. Now, listening is an…

Digital is NOT a channel – LIVErtising 15.2 – Student notes

Digital is NOT a channel – LIVErtising 15.2 – Student notes

Feb 10 2015

Hello dear LIVErtising students. This is already the second week of our common journey through LIVE advertising. As participation and engagement are at the heart of this shift in the marketing communication approach, let me insist on the need for you, as students, to start participating and engaging in your own learning process. I have intended this LIVErtising.net site to help you do just this. I trust you have found and watched…

Bookdating by LIVErtising students (assignment)

Bookdating by LIVErtising students (assignment)

Feb 08 2015

A couple of months ago I invited all future Master 1 advertising majors at IHECS to Bridge the Gap to their LIVErtising English course. The idea was to select an interesting marketing communication book to further their understanding of the field. Read it. And produce a media object that captures the gist of the book. I am now very glad I can share the result with you all. I have posted all…

LIVErtising September exam

LIVErtising September exam

Aug 21 2014

Some of you have been wondering about this: the second session oral exam schedule. No more: here is it! Switches are possible, as long as they involved two people, not just one! OK? I wish you the best, really!

Digital Marketing in Concepts

Digital Marketing in Concepts

May 18 2014

Digital is not a medium, it is a channel. Digital is a chameleon: it may be interruptive, inbound or networked. Digital is not mainly a technology, it is an approach where the technology is the engine, data is the fuel and people, the human, are in the driver’s and in the passenger’s seats. Digital is an exploding professional field with real job opportunities. Oh, and digital is increasingly mobile! But digital is…

The Digital Advertising Landscape: LIVErtising 14.8 student notes

The Digital Advertising Landscape: LIVErtising 14.8 student notes

Apr 27 2014

Scanning the digital techniques for advertising Possibilities to use the web to advertise are exploding in number and nature. “Digital advertising” is so rich in possibilities that it is now an empty word as long as you do not specify what you have in mind. Here are a few of the techniques that make up the job of online advertising practitioners – please tick those you are familiar with:   affiliation RTB…

LIVErtising 14.7 Advertising goes online

LIVErtising 14.7 Advertising goes online

Apr 18 2014

  In a very recent document the IAB, Interactive Advertising Bureau, partnered with PWC to publish the latest Internet Advertising Revenue report. This is key information for anyone interested in the evolution and present state of online advertising. Here is the document:   One of its key indications is that while cable TV advertising revenue was already outpaced by internet advertising revenue two years ago, in 2013 broadcast television revenue  worldwide was…

Social TV: Havas Media lecturing at LIVErtising (2/2)

Social TV: Havas Media lecturing at LIVErtising (2/2)

Apr 12 2014

LIVErtising welcomes Erwan Bras from HAVAS Media to introduce social TV SRP metrics   With this second post devoted to Social TV (here is the first post) and its implementation in Belgium by Havas Media I want to thank Erwan Bras and Corinne Verstraete for introducing us to the views, insights and practice of a major player of social tv in Belgium. Here are some main elements in Erwan’s presentation: the present…

Social TV: Havas Media lecturing at LIVErtising – welcoming Corinne Verstraete

Social TV: Havas Media lecturing at LIVErtising – welcoming Corinne Verstraete

Mar 27 2014

One of the tenets of #LIVErtising is the statement: “Media have become more like people : they are social again”. This means we cannot understand what is happening today with the traditional opposition between top-down (interruptive / intrusive / traditional / one-way) and bottom-up (inbound / two-way / permission) communication. A third element is needed: networked communication. I illustrated this previously in this way:   There is a close connection with the…

8 Listening dashboards: Social Media Monitoring102

8 Listening dashboards: Social Media Monitoring102

Mar 22 2014

  In SM101 we discussed why Listening has become (again) a necessary stage in our interaction with our audience, our conversation. The question how to set up a social media monitoring facility is developed in our LIVErtising 14.5 slides entitled “Listenomics”. Starting at the beginning, we covered the listening fundamentals together during the lecture: RSS – vertical search engines – Alerts . No more about this here. I consider you have started…

Bookdating: taking care of the language side

Bookdating: taking care of the language side

Mar 22 2014

Last week we held our first #Bookdating session – in very uncomfortable conditions. Still, you grasped the opportunity to have interesting exchanges based on your book reading, in English. Next to this, most of you have now uploaded their abstract to the Bookdating Forum. The next step is to start communicating on the forum, commenting the abstracts. A requirement is for everyone to make (at least) two comments based on an insight…

Social Media Monitoring 101

Social Media Monitoring 101

Mar 16 2014

The fifth stage in our journey through participatory advertising focuses on Listening. The  Advertising Research Foundation defines “listening” in these terms:   The study of naturally occurring conversations, behaviours, and signals that may or may not be guided, that brings the voice of people’s lives into the brand (Stephen Rappaport, 2011 – see the ARF’s Listen First Blog) Many major advertisers have started taking this activity very seriously. One of the first big…

Studentsourcing – how IHECS students curate

Studentsourcing – how IHECS students curate

Feb 27 2014

In this short post I am glad to share with you. LIVErtising is about participation, and it is based on participation too. Master 1 students in marketing communication at IHECS have taken to content curation to contribute to the course we’re building together . To give extra visibility to their content selection, I have started a new list on List.ly  I use List.ly as a social bookmarking platform to share content I have…

Today’s consumer decision journey

Today’s consumer decision journey

Feb 23 2014

  Last week I invited LIVErtising students and followers to make a mental switch to “mobile first” communication. To introduce the “mobile first” mindset we watched this video from Guatemala. It shows how a retail chain was creatively able to hijack buyers from its competitors. Here is is again, to view more at ease:   One insight we may gain from this video is how important it remains today more than ever…

The state of mobile february 2014

The state of mobile february 2014

Feb 16 2014

  When last week we analysed the evolution the consumer has presented recently we had to leave out the last change we need to cover to set the background of our LIVErtising – participatory advertising – journey. The consumer is decidedly mobile – but even more, they are increasingly always ON. Here is an infographic that illustrates the rise of mobile today. It is entitled “25 statistics that will drive the future…

The Changing Consumer – LIVErtising 14.2 Student Notes

The Changing Consumer – LIVErtising 14.2 Student Notes

Feb 10 2014

As promised, just on time, your notes to print and bring to our next meeting!  This is an embedded Microsoft Office presentation, powered by Office Web Apps.