1) HOW IS THE WEB DIFFERENT FROM CONVENTIONAL MEDIA? > Comparison to print, broadcast, direct mail and collateral media Media Comparison Table > Unique opportunity to combine several forms > Types of sites: Informational Volkswagen Entertainment The Dilbert Zone Editorial Temp 24-7 Personal Bad Good in a Bad Sort of Way Great in a Great Sort of Way Hmmm > The good news: It's frontier mentality, there are no rules or models > The bad news: It's changing faster than you can master it.   2) TRANSLATING A CLIENT'S STRATEGY > The creative brief, goals checklist Creative Brief Form Web Prep Questionnaire > Measurement techniques > The importance of marketing the site > Example of strategy translation Pyramid Ales   3) STRUCTURING A WEB SITE > Why is structure important? It's the foundation to clear navigation > Three phases of navigation: a) I see how this works b) I know where I am c) I can quickly get where I want to go > Rule of thumb: You're never more than 3 clicks away Adobe > Sample site map VW > And another for Visio > Types of movement through a site: Random access Joe Boxer Absurd Departmental Buy Curious RotoDesign Sequential Sam The Lamb Side Trip To Hell   4) A WORD OR TWO ABOUT RULES They rule out brilliant exceptions. See for yourself: Go to Hell Visit Jodi (click with caution!) See a Superbad web site 5) ASSIGNMENT Write a creative brief for the site of your choosing.