Updated on August 15: timetable at the bottom
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. In addition, the Reading File and the Youtube Video Channel provide background information you need to integrate in your knowledge. All this is required in your study. Finally, you’ll want to add in edgeways all additional information you have gathered in a number of ways: the course Twitter feed is a good source, together with your trial experience on various sites and social platforms (remember Fred Cavazza’s Social Media Landscape I invited you to explore?), your exploration of dashboards such as Hootsuite, and not least of the programme that enabled a number of you to certify with Hubspot or Google. Main goal is to show your ability to orient yourselves in the digital landscape we have sketched in the course. Your study must focus on understanding the links between all the components of that landscape.
Now, the exam itself is oral. It will be structured in the following way: it is based on three concepts from the course, not on questions. You’ll draw at random three cards from a triple list inluding: (1) core concepts (2) supporting concepts (3) illustrating concepts. To explain this, here are some examples of concepts we have already covered this year:
advertising model evolving – A presence is not a strategy – A/B testing – Ad blocking – Addressable ads – Advocacy – Affiliation – algorithm – Amplification – Banner ads – Be social, not just on social – black hat – Bottom up – Bounce rate – CDJ – Chris Anderson – Clay Shirky – connected cars – connected objects – Connecting with people – Conversation – cookie tracking – creative vs data-driven digital – Cross device consumer behaviour – CTR – data – Death of traditional media – Digital as a science or an art – Digital transformation – Digitisation of TV – Display advertising – Engagement – Evolution of TV – Facebook – free – Google – Here Comes Everybody – IAB – Inbound marketing – Interaction – Interruptive advertising – keywords – KPI vs metrics – Link earning vs link building – Listening – Local SEO – M payment – mobile apps – Mobile marketing – mobile wallet – Multiscreening – Networked communication – off-page – on-page – Online identifiers – online targeting – Online tracking – organic results – Outbound marketing – Paid social media advertising – Paid / Owned / Earned – Permission marketing – Plan / Execute / Measure – Presence VS strategy – Principles of Engagement Marketing – Reach / Act / Convert – remarketing – retargeting – Search marketing – Second screen – See / Think / Do – SEM – SEO – SEO is dead – SEO strategy and tactics – Shared media – Social media marketing – social media trends – Social TV – spamdexing – Split testing – the Cluetrain Manifesto – The digital advertising ecosystem – the IoT – Top down – traditional funnel of conversion – Trust – ubiquity – UGC – VR – white hat
#McDStories – 360¡ video – Acxiom – Adsense – AIDA – Airbnb – Alt tag – anchor text – API – ATAWAD – Attribution models – Audience fragmentation – Avinash Kaushik – backlink – behavioural targeting – Belgian’s TV watching behaviour – CDJ shaping – cloaking – contextual targeting – conversion funnel – conversion rate – CPC – CPM – Craigslist – Crash the Superbowl – crawling – CTA – customer journey mapping – dashboards – data granularity – Dialogue marketing cycle – digital fingerprinting – duplicate content – E-A-T in optimization – embedding – Facebook dilemma – Edgerank – First position in SERPs – FMOT – FOMO – friction – Gartner Hype Cycle – Generation C & P – Google Analytics – Google Knowledge Graph – Google Payments – Growth in display advertising – H1 & H2 tags – Hashtags – Head keywords – Hootsuite – Hub website – Hummingbird update – incognito mode – Instagram – IPTV – keyword density – keyword stuffing – L-E-A-N online ads – lead generation – Linear TV – link farming – load speed – Long tail keywords – LoRa – Marketing Grader by Hubspot – McKinsey’s loyalty loop – Media time spend vs Adspend – meta tags – mobile retargeting – mobile-friendly update – MOTs – multivariate testing – NAP – Native advertising – obstacles to on-site optimization – Oculus Rift – online branding – online inventory – organic reach – OTT – paid social reach – Panda update – Penguin update – Periscope – personas – Pigeon update – post purchase – post tail – Precision TV data – programmatic ads – recommendations – referral – rich answers – Science of Time – scraping & spinning – sensors – sentiment ratio – Seqr – SERP – Shazamable ads – silos – Sixdots – smart TV – social media consumption – SRP – the adserver – Tinder – touchpoints – Transactional objective – triple play – TV on demand – Universal Analytics – user value – UX – wearables – Whuffie factor – ZMOT –
#evianbottleservice – #LoveSouthAfrica – #myNYPD – #onlyintheapp Taco Bell – AMP project – app TV – AT&T Strong Can – AVG Privacy Fix – beacons – Blind Date – Blindspot – Bring the Love Back – Chromecast – cloud TV – Coke Chok Chok Chok – Coke Drinkable Commercial – Comscore – daytime targeting – embed.ly – Feedly – feedthebot.com – Fred Cavazza – Ghostery – Gilette The Shave Test – Google Content Experiments – Google goggles – Google Moteur de Reussites – Google Now – HTTPS pages – iMinds Digimeter – IMS – Jo Caudron – KakaoTalk – Keyword Planner – L’Oreal makeup genius – Line – LinkedIn – local TV ads – lookalike audience targeting – LSI – Mary Meeker – Medium – messaging apps – Mobile World Congress – MyTF1 Spot and Shop – Nest – NFC – Obsessee – Optimizely – Panopticlick – paywalls – Paypal – Peach – Quartz – Rank Brain – Realytics – ROPO – RTB – Samsung – Secret – Seqr – showrooming – Snapchat – Social media calendar – Social Media Landscape – Social Tees Animal Rescue – Starbucks – Tara Hunt – Telegram – time and place shifting – Tweetdeck – Visual Website Optimizer – We Are Social – WeChat – WhatsApp – Whisper – YikYak
I’ll update and complete this list in the following week after the last lecture. The above list is now complete.
Your aim will be to show you have clearly understood these concepts and how they relate to the evolution of marketing communication as we have analysed it in the course. In a nutshell, this evolution has taken us from (1) interruptive/ top-down/ one-way/ outbound advertising over (2) permission/ bottom-up/ two-way/ inbound 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 context it belongs to.
You’ll use the above sources of information to provide your answers, and can use the LIVErtising blog to dig out some helpful information, by using the search function **and** by asking questions at the bottom of this post. I will be very happy to bring detailed answers intended to help you all, but won’t answer any contents questions I get by mail. I want networked communication, not just inbound 😉
In a nutshell, your task will be to:
define those concepts
put them in their adequate context and develop that context
show how the connect with associated concepts
detail how they help us understand the evolution that the course focuses on
make sure no language problem blurs your message – here the language support should help, or your own language work if you feel your knowledge is shaky.
You’ll realize how wrong it is to consider that the above list of concept is the study basis for your study, because the focus is on the relationships between concepts, not the concepts themselves. This exam format is far more open than getting three question. So, it’s easier and also more difficult. 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 in order to provide a relevant answer that makes sense.
You can still get hold of the student’s notes on our Onedrive below:
LIVExam timetable – August exam
With this link you’ll be able to see and modify the timetable, to add your name on the appropriate date: https://1drv.ms/x/s!AkOFBhZJw3YlwHRCVIM-uZZoPbXv – only with this link, not in the table below!
Have I made everything clear? Let me know!