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The tab for the marketing campaign that Yahoo (NSDQ: YHOO) is set to unveil next week: More than $100 million, according to the NYT. That would put Yahoo in league with Microsoft (NSDQ: MSFT), which is spending up to $100 million to promote the relaunch of its search engine. Yahoo CEO Carol Bartz said during the company’s earnings call last quarter that Yahoo would be spending “substantially” on branding initiatives, although she did not put a price tag on those efforts — which are expected to stretch into next year.
Some details about the campaign leaked out earlier this week. AllThingsD’s Kara Swisher said it would be centered on presenting Yahoo as the “home on the web” for both advertisers and consumers. A source also told paidContent that the company would be pitching itself as a