Writing for Multimedia and the Web, Second Edition
Provides a step-by-step explanation of how to create powerful content for interactive media.
TABLE OF CONTENTS Writing for Multimedia and the Web, Second Edition
Chapter 13: Online Advertising Case Study ZDU (Smartplanet.com) Campaign
SUMMARY
Name of production: ZDU Online Ad Campaign
Writer: John Hargrave
Developer: Media Shower Inc. Developed in conjunction with John Hargrave, ZDNet Editorial Projects Director
Subject: Promoting ZDU (Ziff-Davis University) a Web site that offers online courses
Audience: All Web users, but primarily experienced Web users who might take an online course
Medium: World Wide Web
Presentation location: Where Web is viewed: Home, office, schools
Goals: Persuade
Structure: Linear with interactivity
The images used in this chapter are courtesy of Ziff-Davis Inc. 1999 Ziff-Davis Inc.
PROGRAM DESCRIPTION AND BACKGROUND
PROGRAM DESCRIPTION
This ZDU online advertising campaign was designed to promote membership in ZDU, an online learning site launched by Ziff-Davis Inc. Ziff-Davis is a leading media and marketing company focused on computing and Internet-related technologies. It publishes computer magazines, such as PC Week, Mac Week, and Computer Shopper. It also has a number of online ventures, including ZDNet and ZDU. ZDNet is the online network of Ziff-Davis that presents online versions of its magazines, as well as original content about computer technology and information. The ZDU online learning site has recently been expanded and renamed as SmartPlanet. SmartPlanet (ZDU) offers both instructor-led and self-study courses, related products for sale, and an opportunity to interact within the SmartPlanet learning community.
ONLINE ADVERTISING
Online Advertisements Defined
Online advertisements are advertisements placed on the World Wide Web or on commercial online services, such as America Online. For most products and services, the Web is the primary location for ad placement.
Copyright Butterworth-Heinemann 2001 under license agreement with Books24x7
