LIVErtising 3 exam concepts

June 3, 2011

You 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 open than asking three question. So, it’s more diffucult.

Three Stones

This gives you more possibilities: no danger of feeling stuck in a question you do not understand or remember – no set answer – no real limits to what you can say – as long as it is relevant, information-rich, coherent. But is also gives you more responsibility: the need to build your own answer with all the bits and pieces we have elaborated together.

Here is the list I’ll be using, no more, no less – there is of course much overlap and even synonyms:

  • Core concepts: 2.0, advertiser’s loss of power, bottom-up, community, content creation, content marketing, context, control, conversation, CPM vs CPC, empowerment, engagement, experience creation, FELESIOPP, generation C, generation P, Google, inbound marketing, interaction, interruptive communication, listening, measurement, networked communication, one-way communication, online, optimisation, participation, people, permission, presence vs strategy, Pro-Am, prosumer, push vs pull, relationship marketing, search, SEM, SEO, sharing, social capital, social networks, the 3 Is, top-down, traditional advertising, trust, UGC, value creation, Whuffie
  • Supporting concepts: 30 TV spot, Adsense, Adserver, Adwords, affiliation, AJAX, API, banner ads, broadband, community, consumers’ comments, CPM, CTA, CTR, customization, Dell, display advertising, email marketing, Facebook, Flash, fragmentation, Free, Googla Analytics, horizontal vs vertical, hot vs cold media, hub website, IAB, in-app advertising, keywords, landing page, lead generation, LinkedIn, Listen-omics, Lurker, microblogging, microsites, notoriety, Offline, on-page/off-page optimization, opt-in, organic results, paid search, peer-to-peer, people centric vs object centric, platform, power shift, PPC, RIA, rich media, Rich User Interface, ROI, RSS, SEA, social bookmarking, social shopping, tablets, tagging, target, tracking, Twitter, universal search, user comments, viral, widgets
  • Illustrative concepts: “plenty”, Adobe Air, Adserver, Amazon, Bing, blackhat techniques, Blendtec, blogging, BP Public Relations, Brahma, Caffeine, Comcast technician, Craigslist, crowdsourcing,, DHTML, Digg, Doritos, embedded media, FedEx, Flex vs HTML5, Flickr, Flogs, funnel, Glooq, Groupon, iAd, interstitial, KLM, La Fraise, leaderboard, mash-ups, Metriweb/Metriprofile, Netlog, Newsbrands Online, outreach, PageRank, Pepsi, podcasts, Quiksilver, Quora, Search Golden Triangle, Second Life, SERP, skyscraper, Slideshare, Superbowl, Technorati, TrustRank, UPS, virtual world, Vlogs, vlogs, Volkswagen Polo, Website Grader, Wikis, Youtube
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3 Comments. Leave new


What if, talking about one concept, the student slides unconsciously on another concept (one really connected to the first) ?

Do you mention it to the student so he can come back shortly to the main subject? or must he be careful to what he says (even to avoid some connections to other concepts)?


Hello Thomas,

This is actually what I expect you to do: show the coherence between the concepts introduced in the course. If you feel a connected concept is relevant to discuss those you have drawn, go ahead and use it.


Very useful! Thx


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