Yahoo! to spend $100m in bid for more brand buzz

       Yahoo! believes a lot of its good work has been overlooked by investors and the media so it's spending more than US$100 million (Bt3.3 billion) to get the word out to consumers directly.
       The money is going toward the Internet company's most expensive marketing campaign since Standford University graduate students Jerry Yang and David Filo started Yahoo's website 15 years ago. Yahoo! provided a peek at the 15-month blitz on Tuesday in New York.
       The ads will run on television, online and other media in the United States and nine other countries where Yahoo! hopes to expand on a worldwide audience that is alrady approaching 600 million.
       Despite its extensive reach, Yahoo's brand has been bruised in recent years as its profits sagged and many people turned to Internet search leader Goodgle and relative newcomers like Facebook and Twtiter - none of which have spent much money on self-promotion.
       Yahoo's financial struggles were magnified last year when Yang and the rest of the Sunnyvale-based company's board spurned a $47.5-billion takeover offer from Microsoft.
       The rebuff alienated many Yahoo! shareholders, and the missed Microsoft opportunity has remained a recurring theme in the business press because the company's market value now is about 50 per cent below Microsoft's last takeover offer in May 2008, before the rivals ultimately agreed on a search partnership nearly two months ago.
       Yahoo! chief executive Carol Bartz, hired eight months ago to steer a turnaround, believes the company has been getting a bum rap - something she hopes to reverse with the new advertising push.
       "When you get outside of New York City and Silicon Valley, everybody loves Yahoo!," Bartz said on Tuesday during a press conference that was webcast. "Why are you [the media] so cynical about us? Be cynical about frigging Google. If you don't love us, leave us alone."
       Wall Street's affinity for Google is driven by money.
       Google's revenue has been rising in recent years, even during the US recession, largely because it dominates the Internet search market and can thus sell more text-based ads that appear on the side of search results. Yahoo's share of the search market has shrunk in the past few years and, more recently, the recession has made it more difficult to sell the visual ads that have long been its specialty.