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Article

Title: Yahoo! Strikes Out Again

Author: Collins, Thomas L Article Type: Product Analysis
Source: DIRECT, p60(2) Publication Date: Jan 2007
  ISSN: 1046-4174
  Illustrations: Graphs
URL of Publication: http://www.directmag.com

The print ad for Yahoo! Finance will not help improve the image of the company. This is the second time that the browser has succumbed to the baloney approach used by someone who does not have any idea of what the product is all about. The first instance concerned the Yahoo! Shopping ad where an airline co-pilot toyed with a laptop instead of focusing on flying. Such an ad failed to convince readers to discover and apply the product. With Yahoo! Finance, the company is making the same mistakes again. The ad shows a mock chart showing fluctuations in the mood of an investor during a regular trading day. This gives the impression that the service is for minute-to-minute day traders. Consumers will also have a hard time reading the service description because the fine print used for the ad is unreadable. To improve the ad, Yahoo! should focus on common investor concern by providing answers through an actual comparison chart. Details and benefits of Yahoo! Finance should be spelled out. In this way, investors attention is readily caught by the ad. There should also be an effort to present Yahoo! Finance as a distinctly informative source in providing long-term investing ideas. Users can easily grasp what the service is all about in such an ad presentation.

Special Features: Graphs

Companies:
Yahoo! Inc

Products:
Yahoo! Finance

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