Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Into every marketer's life, a brand nightmare must come. It starts with an old tale about a PR executive explaining to a client that the client has to make some more public and press appearances to get more exposure. “If I had any more exposure,” says the frustrated client, “I’d be arrested for indecency.”

I was horrified by ISIS and the beheading of journalist James Foley. And further appalled at the beheading of a second American journalist, Steven Sotloff. This was the headline of The New York Times online lead story: "Obama Enlists 9 Allies to Help in the Battle Against ISIS"

A clash between protesters and the political class over Turkey’s traditional media coverage of the uprising has broken out: on Twitter. Use of the social networking website has soared in Turkey as the protests have gathered pace, with at least 2 million tweets on the demonstrations being sent between 4 p.m. and midnight on Friday alone, according to a study by New York University. Even after midnight more than 3000 tweets were published every minute, according to research from NYU’s Social Media and Political Participation (SMaPP) laboratory.

A number of years ago, we took a terrific Norwegian Cruise Lines tour of the Baltic—St. Petersburg, Tallinn, Stockholm, Oslo, Helsinki and Copenhagen. The company kept us on its roster of customers. We became “Latitudes Insider” members.

On her office computer a couple of years later, my wife Peggy received a last-minute “Latitudes” offer from Norwegian Cruise Lines at a time when we seriously needed a break. Clicking on the offer, she discovered not only a 7-day Bahamas cruise, but also an upgrade to a suite for very little additional money—tiny bedroom with separate sitting room and balcony. She booked it. If one of us wanted to read while the other slept late or napped, the layout was perfect. What’s more, Norwegian Cruise Lines treats its suite buyers to extra services: exclusive access to private dining areas, concierge service, mini-bar, etc. We returned to New York from the Caribbean thoroughly refreshed.

Over the years, we have booked Club ABC Tours, a company that can buy all-inclusive upmarket travel at very good prices and pass the savings on to its customers.

On April 12, I found identical offers four hours apart from both of these companies—a one-day sale for myriad cruises on Norwegian Epic.

Of course, I opened them.

The ABC offer was off the wall—gibberish.

I noodled around the Norwegian Cruise Line offer and felt the offers were so-so.

“The right offer should be so attractive,” said the great Claude Hopkins, “that only a lunatic would say no.”

I abandoned the hunt.

N.E.W. Customer Service Companies Inc. (NEW), the leading global provider of extended service plans and product care, will be exhibiting in booth #8653 at the 2011 International Consumer Electronics Show in Las Vegas, Nev., Jan. 6-9, to showcase its latest technology, mobile and social media tools that are helping retailers maximize results of product care programs and connect with consumers whenever and wherever they may be shopping—“Anytime, Anyplace, Anywhere.” “Today’s consumers are increasingly mobile, and they demand high-quality product protection and real-time customer service — whenever and wherever they are shopping or in need of product service,” said Tony

By Lois K. Geller It started with a phone call. A pleasant female voice asked, in delightfully accented English, did I want to speak about direct marketing in Istanbul? The next thing I knew, Mike McCormick, our creative director, and I were relaxing in the business-class section of Turkish airlines. Nine hours later, we met the wonderful Meltem Karateke, president of IMI Conferences and the greatest hostess in the world. Until then, I had only a vague idea of where Turkey is. I wasn't at all sure I wanted to go there, but it was a new and exotic place, and I'm a

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