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

Can it live up to its hype? IN THE NEWS NEW YORK -- Marketing executives at GM's Hummer division, a frequent advertiser in the glossy culture magazine Black Book, have often said they want exposure outside traditional ad pages. --Nat Ives and Jean Halliday "Auto Giants Push Harder for Magazine Product Placement", Aug. 16, 2005 SARASOTA COUNTY, Fla. -- Some colorful cows are taking the place of big, bulky roadside advertisements in one Florida county. The bovine billboards are dyed bright pink and purple and are stenciled with ads for The online casino also paid thousands for the "Virgin Mary grilled cheese"

The Home Depot is applauded by many retail specialists for its skillful approach to customer service and marketing. Among the most praised of its offerings is its in-store customer training—essentially teaching customers how to use the very products it sells. The company's whole philosophy, which shows through in all of its marketing efforts, is summed up in its tagline: "You can do it. We can help." The home-improvement giant's recent direct mail piece deserves no less praise. A 6" x 9" three-fold, four-color self-mailer is promoting its line of Andersen windows and doors, with no payments and no interest due for

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