Issue with response.write displaying unwanted quotation marks

All,

I'm attempting to use the following code to either display a word or another for navigation. When I use the following code, I'm getting extra quotes around the linked word. Can someone look at this code and see why this is happening?

<%
If myNum = 1 Then
response.write("<a href=""marketing.asp"">""hi""</a>")
else
response.write("<img src=""images/intranet_side_nav_off_06.png"" />")
End If
%>

I want it to output the word 'hi' hyperlinked without any quotes but it is outputting "hi" with quotes. Any suggestions?

E