In the book, Hopkins outlines an advertising approach based on testing and measuring.

So instead of spending money on search engine advertisements, the company uses a more traditional advertising approach, including television spots.

The latest product to take an environmental advertising approach is the tampon.

How the differing advertising approaches might benefit the public remains to be seen.

If there is an advertising approach a little softer than soft sell, the agency appears to have found it.

While treehugger.com follows a more standard advertising approach, mnn.com's model is sponsorship-oriented.

"We've developed a whole new advertising approach," he added, "to show stamps in their most vibrant form."

Students told the police that e-mail was an effective advertising approach for the next forum.

"Now we need to consider a long-term advertising approach that will effectively and consistently convey this vision."

Though the company has shifted its advertising approach, "we're not doing it because business is down," Ms. King said.