Web Design & Development

200 Chapter 7 Promoting and Maintaining a Web Site

Sport Answer Questions Write a brief answer to each question.

1. Discussthe processesof self-testing and target audience testing a prepublished Web site.

2. Identify at least three options for acquiring Web server space.

3. Define FTPand compare the use of an FTPclient, a WYSIWYG editor, and a command-line interface for uploading Web site files.

4. Briefly discusswhy it is necessaryto retest the pages at a published Web site and how to perform retesting.

5. Discussat least three ways to get your Web site pages added to major search tool indexes.

6. Explain how an affiliate program works as both an advertising program and a revenue generation program; give two real-world affiliate program examples.

7. Explain the role of a'n online advertising network.

8. Define the following: floating ad, sidebar ad, expandable banner ad, pop-under ad, and rich media ad.

9. Explain why unsolicited e-mail advertising (spam) is an inappropriate method for promoting aWeb site. What other free methods could you employ instead?

10. Explain the purpose of benchmarking and Web analytics in evaluating Web site performance.

Test your knowledge of chapter content and key terms.

Instructions: To complete the Learn It Online exercises, start your browser, click the Address bar, and then visit the Web Design 4 Chapter 7 Student Online Companion W~b page at www.cengagebrail1.com: When tbe Web Design tearn.It Onlin,~ page is displayed, click the link for the exercise you want to complete and then read the instructions.

Chapter Reinforcement TF, MC, arid SA

Who Wants To Be a Computer Genius?

A series of true/false, multiple-choice, andsriort-answer questions that test your knowledge of the chapter content.

An interactive game that challenges your knowledge of chapter content in the style of a television quiz show.

Flash Cards Wheel of Terms An interactive learning environment where you identify chapter key terms associated with displayed definitions.

An interactive game that challenges your knowledge of chapter key terms in the style of the television show Wheel of Fortune.

Practice Test Crossword Puzzle Challenge A series of multiple-choice questions that test your knowledge of chapter content and key terms.

A crossword puzzle that challenges your knowledge of key terms presented in the chapter.

Chapter Review 203

Apply the ch~pter concepts to the ongoing developmenfprocess in Web design with the Case Study.

The Case Study is an ongoing development process using the concepts, techniques, and Design Tips presented in each chapter.

Bac~grou(ld lnformation i·· , ...'

You are now ready to test, publish, and promote your own Web site. You will apply what you have learned about self-testing, target audience testing, online and traditional promotion techniques, and ongoing site maintenance and evaluation.

Chapter 7 Assignment Creat~ an outli~~ that d~scribes exactly how you will complete tb.e following steps.Jf possible, actually test and publish your Web site.

1. Self-test your prepublished Web site. Create a team of testers and have them test your site. If necessary,have your testing team members simulate target audience members.

2. Select an appropriate Web hosting service. Determine exactly how you will upload Ylilur files t2the hostipg servic:.'s Web server. If possible, actllally upload your Web site files to'a Web.server usingiriformation provided by your instructor.

3. Identify the online and traditional promotional techniques you will use to promote your site. Create a mock-up of at least one method - an ad, an opt-in e-mail, or a flyer announcing your site.

4. Develop a regular schedule for site maintenance, updating, and, when necessary, reJesting.,

5. ICf~ntify th~methodsr~ou willllse to evaluate your site's performance against its stated goals and purpose.