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BtoB

ZDNet to launch $25 million ad campaign

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San Francisco--ZDNet, Ziff-Davis' online technology portal, has announced plans to launch a 15- month, $25 million off-line advertising campaign. It will mark the first time ZDNet focuses a campaign on print, television and outdoor advertising. The campaign follows a similar move by CNET, which is in the midst of an 18-month, $100 million ad campaign to improve brand awareness. ZDNet's campaign, created by Lowe Lintas & Partners Worldwide, is designed to build long-term relationships with visitors and lure first-time visitors to the ZDNet site, Barry Briggs, ZDNet exec VP, said in a statement. The campaign debuts Dec. 25 on network TV.
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