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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.

Being an advertising junkie, I am fascinated by very good ads for bad products and very bad ads for good products. The full-page, black-and-white ad on page 33 of the front section of The New York Times this past Thanksgiving morning stopped me cold—the publication announcement of what’s probably a very great, limited edition book. When you are spending $121,500 for a full-page ad in The New York Times to reach 1.09 million readers, it probably makes more sense to slavishly follow the rules of advertising than to break them all, and raise more questions in the reader’s mind than to provide answers.

Plagiarism does "not go gentle into that good night."* *Dylan Thomas May 9, 2006: Vol. 2, Issue No. 36 IN THE NEWS Raytheon board cuts CEO pay after book flap ARLINGTON, Va— Raytheon Co.'s board said on Wednesday that it cut its chief executive's compensation in response to what others have called plagiarism in a management booklet, a penalty that one person familiar with the matter said could cost him $1 million. —Jim Wolf, Bill Rigby and Kevin Drawbaugh, Reuters, May 3, 2006 Young Harvard author's book deal canceled NEW YORK — A Harvard University sophomore's

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