As rivals create a buzz on the Web, Yahoo has turned to TV and radio for a new marketing campaign to remind people it is on the cutting edge. The ad push, set to start Thursday, is the company's
biggest in two years and also includes messages in movie theaters. Yahoo says the campaign marks significant improvements to its Web site, including a home page overhaul and email upgrades. "This is
a great time for us to talk to our customers and encourage them to visit the new Yahoo.com," says Allen Olivo, Yahoo's vp of global brand marketing. "It's an invitation to come back to those who
haven't been using us in a while, as well as those who haven't been using us as frequently as they once did." But the campaign also reflects a struggle to catch up to Google in the online search
market. Yahoo is feeling some erosion of its brand, says Brad Scott, director of digital branding for San Francisco consulting firm Landor Associates--and they want to build awareness again.
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