A diamond may be forever, but it's also a pretty good choice for Valentine's Day. At least that's what the Diamond Trading Company wants male consumers to think. The firm is introducing its first marketing effort in five years that ties the purchase of a diamond to Feb. 14. "After learning that 70 percent of diamond right-hand rings are purchased as gifts, we decided to position them as gifts of love for the first time, to build awareness for them with men," said Erin Johnson of JWT, New York, the company's ad agency. "Of course, many women will continue buying …

Technology has changed the face of modern marketing, according to Bob Liodice, president-CEO of the Association of National Advertisers. Writing in his blog on the ANA Website, Liodice cites four major examples of how technology has brought about more change in the marketing world in the last five years than in the previous 30. Among these are changes in the media landscape and the measurement platform, as well as new advances that have put the consumer more in control of where and how they receive a marketer's message than ever before. Liodice also points out that these changes have created …

The parent of restaurant chains like Kentucky Fried Chicken, Pizza Hut and Taco Bell is tired of its famous brands getting all the attention. To remedy the situation, the company, Yum Brands, is hooking up with the Kentucky Derby in a five-year promotional deal that Yum hopes will raise its profile, especially among investors. Like the Derby, Yum is based in Louisville, Ky. Under terms of the deal, Yum will be mentioned in marketing materials for the race as "presenting" the Derby, and the company's logo will appear in several locations, including on a sign between the signature twin spires …

Home Depot has introduced a new promotional contest in which the winner can train with an Olympic athlete who works for the company. The top prize includes a three-day trip for two to the United States Olympic Training Center in Colorado Springs, Colo., or the Utah Olympic Park in Salt Lake City, where the winner will participate in a training session with one of 33 top jocks. Athletes on the list include speed skating champion Derek Parra, bobsledders Shauna Rohbock and Valerie Fleming, ice hockey star Jenny Potter and mogul skiing athlete Jillian Vogtli. All the athletes are Home Depot …