LIVErtising 2011 Exam format

May 12, 2011

oral exam three conceptsHere is a post that concerns my admasters 1 students at IHECS: directions for the oral exam. This confirms the indications I gave earlier – nothing new under the sun!

Besides the Book dating stuff – your own book and the written document you have handed in – the exam exchange will be based on three concepts from the course, including the different assignments you got on this very blog. You’ll use your 15-minute preparation time to develop an answer that:

(i) defines those concepts

(ii) puts them in the context of the course and possibly connects them

(iii) details how they help us understand the evolution that LIVErtising focuses on.

The three concepts you’ll get will be drawn at random from a triple list inluding (i) core concepts (ii) supportingconcepts (iii) illustrating concepts. I provide some examples below.

I also intend to post some thoughts that should enable you to sharpen your understanding of the course perspective.

  • Core concepts:

conversation – UGC – top-down – participation – social – value – inbound – 2.0 – people – SEM – prosumer – content – social capital

  • Supporting concepts:

generation C – comments – customization – mash-up – viral – Adwords – social networks – ROI – funnel – hub

  • Illustrative concepts:

Doritos – CTA – Flickr – leaderboard – La Fraise – Vlogs –  Adobe Air – DHTML – landing page

Feel free to  submit all your questions about the course as a comment. This will enable me to answer publicly.

Best wishes – Jean-Pierre Ranschaert

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11 Comments. Leave new

[…] know your exam will be based on a set of three concepts, as explained in a previous blog post . This is far more open than asking three question. So, it’s easier. Also: This is far more […]


hello Mr Ranschaert,

I have a question about the supporting concept “funnel”.

My notes are not really complete for this concept and I found a website that explains the concept, but i’m not sure it is in the right way.

This is the link of the website;

Could you please tell me what you think about this explanation?

Thank you,



Hello Daphné,

thank you for your question; around the week-end I’ll write a post answering several questions I have received. I hope that can wait until then!



Hello Daphné,

Actually, you’re providing much more information that I did when I used the funnel concept. The main idea is that marketing communication is a process that takes the prospect through different stages until he / she buys the product or uses the service. When the process starts, i.e. when you get the prospect’s attention, there are still many alternatives open to him/her. Marketing communication intends to limit them progressively down to just one: buying/using you. This is the traditional funnel, with a wide range of variations around the commonly used A-I-D-A model. The appearance of participatory communication – or conversation – has made it possible to lengthen the funnel, including retroaction, or feedback, and adding stages after buying the product or using the service: commenting the product on comments sites, posting a review, criticizing or evangelising… Even considering the need to speak no longer of a funnel, but of a cycle – again with variations on some basic models.

Now, I used the idea when discussing two different aspects of online communication:

1. email marketing and landing pages – when a prospect has signed in to get your newsletter and, in that newsletter, clicks on a link to get more information, he/she is already further down the funnel / cycle, more seriously considering your product / service, showing some real interest. That link must send him/her to the relevant landing page on your site, providing the required information to help him/her even further down the funnel/cycle. A common mistake here is that the link sends him/her to the homepage of the site. This brings the prospect not further down, but back to a preceding stage in the funnel / cycle, probably losing him or her.

2. search marketing is based on the idea that when a surfer types a search word in a search engine, this reveals something he’s interested in, an intention. In other words, in connection with that word, the surfer is already down a funnel / cycle. Search marketing takes care of this, helping the surfer down that funnel / cycle.

Hope this helps!


Hello, are the concepts which you put the only ones that we are suppose to pick on the examination?




Thank you for these useful explanations.

I’ve a little problem : I’ve lost the usb key where I’ve stored the written document about the book session (and I haven’t any copy of it…)

I hope you have an enjoyable week and you won’t mind to scan it and send it to me?

I would be grateful to you.

Best regards,




I saw on Twitter that you’ve posted new concepts today. But there is one that I can’t refind in my notes. However I remember that you’ve talk about it during the classes. It’s “(i) social capital, aka “whuffie” ” What’s still a Whuffie?
Thanks in advance!


Jean-Pierre Ranschaert
June 2, 2010 10:15

Hello Charline,

Your question is most welcome, because I didn’t mention these two concepts often, although what they cover is at the heart of the evolution we have analysed. I have covered this fully in a new post on the blog, together with some other questions. Would you please check out if that answers your question?
I wish you the best.

Jean-Pierre Ranschaert



so if I understand the thing correctly, we will have to pick one core concept, one supporting concept, and one illustrative concept, right?

With the 3 picked key words we will have to answer to the mission: “(i) defines those concepts (ii) puts them in the context of the course (iii) details how they help us understand the evolution” ?

Last question: what do the concepts “You” and “People” mean?

Many thanks,


Jean-Pierre Ranschaert
June 2, 2010 11:29

Hello Cyrille,

thank you for putting up your questions. As you are quoting my blog post, I can only confirm that what I say there is correct! I want to add this does not change anything said earlier. As to the You/People question, it indeed deserves some comments. I have included them in the lastest blog post for everyone to read. Let me know if it helps you on your way. Last, I can assure you I am taking your opinion into consideration, but am not yet sure how to answer it as I am getting a wide range of different feelings about this. I wish you all the best.
Jean-Pierre Ranschaert


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