Three stones of wisdom: LIVErtising exam concepts
Here is a post intended for my admasters students at IHECS. It provides some background for their oral exam and confirms the indications I gave earlier, while being more concrete and complete.
The exam 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 help you realise if you are ready to take the exam, here is the complete list you’ll draw your concepts from:
- Core concepts: 2.0, 2.0 communication model, Adsense, Adserver technology, advertising business model, Adwords, advertiser’s loss of power, advertising model evolving, affiliation, bottom-up, Clay Shirky, communication 2.0, community, consumer, content creation, content marketing, content strategy, context, control, conversation, CPM vs CPC, dangers of social media, destination web, display advertising, earned media, empowerment, engagement, experience creation, F-E-L-E-S-I-O-P-P, future of online advertising, generation C, generation P, Google, inbound marketing, interaction, interruptive communication, listening, listenomics, measuring online activity, networked communication, one-way communication, online, online tracking, optimisation, owned media, paid media, paid-owned-earned, participation, participatory platforms, people, permission marketing, presence vs strategy, presence web, prosumer, ROI, search, SEM, SEO, sharing, social capital, social media analytics, social media costs, social networks, social web, SOLOMO, the advertiser’s influence, the customer had changed, top-down, trust, UGC, user value, value creation
- Supporting concepts: 30″ TV spot, 90-9-1 rule, A/B testing, ad exchange, Ad network, AJAX, amplify, API, banner ads, blackhat techniques, Cluetrain Manifesto, consumers’ comments, conversion, cookie, CTA, CTR, dashboard, DHTML, display advertising, Doritos, Edelman Trust Barometer, Edgerank, email marketing, Facebook marketing, Flash, fragmentation, Free, Google Analytics, Google Penguin, Graph Search, hashtag, HTML 5, hub website, landing page, lead generation, leaders/observers/participants, LinkedIn, local SEO, loss of control, on-page/off-page optimization, online targetting, organic vs sponsored, outreach, Page rank, paid search, paywall, people centric vs object centric, platform, power shift, PPC, referencing & positioning, retargeting, RIA, Rich User Interface, SEA, search golden triangle, Slideshare, social bookmarking, social knowledge, social media command centre, social medi costs, Social Media Landscape, social media monitoring, social shopping, spamdexing, sponsored results, tablets, tagging, target, Trust rank, universal search, user comments, viral, widgets
- Illustrative concepts: “plenty”, 48ers, Adobe Air, Alerti, Alterian SM2, Amzini, backlinking, Bing, blogging, Bodyform, BP Public Relations, Comcast technician, content spinning, Craigslist, curators, Cyfe, Delicio.us, Dell, DHTML, Digg, Doritos, embedded media, Expedition 206, FedEx, Flickr, Fred Cavazza, GigaAlert, Google alerts, Google algorythm, Googlebot Spoofer, Groupon, Hootsuite, horizontal vs vertical, Hubspot Marketing Grader, KLM, Kurrently, Google Mayday, microblogging, Nestlé Killer, Google Panda, Pinterest, Pixsy.com, plugin, QDF, Radian 6, RSS, SEO-browser.com, SERP, Simply Measured, Social Mention, SocialBro, Spotify, Statcounter, Superbowl, Technorati, Tele-Accueil Call for Volunteer, WebTopix.be, Tweetdeck, video sitemap, video SEO, Wikis, Woorank, Youtube
You are entitled to a 12-minute preparation time to develop an answer that:
- defines those concepts
- puts them in their adequate context
- details how they help us understand the evolution that the course focuses on
Do not feel you should be able to speak a long time presenting each concept in itself: the idea is more to use them to show that you understand the context they belong to and where they fit in the evolution of marketing communication. In a nutshell, this evolution has taken us from (1) interruptive/top-down/one-way advertising to (2) permission/bottom-up/two-way advertising to (3) networked/collaborative/social/participatory/connected communication – three stages I have distinguished several times and detailed in other posts on this blog. Each concept should be a door that opens up the background it belongs to.
This exam format is far more open than getting three question. So, it’s easier and also more diffucult. It gives you more possibilities: no danger of feeling stuck in a question you do not understand or remember – no set or expected answer, as long as it is relevant, information-rich, coherent and shows that you have understood the context. But is also gives you more responsibility: the need to build your own answer with all the bits and pieces of the course.
I understand you may want to ask me questions about some of the above concepts. I invite you to submit all your questions as a comment at the bottom of this post. This will enable me to answer publicly and help you all.