Yes, but there are some limitations involved. There is a way to deploy legacy .exe setups for use in GPO-based software deployment using something called a ZAP (Zero Application Packaging) file. A ZAP file is simply an INI style file with a .zap extension. However, ZAP files have two significant limitations:
They can only be published per-user--they can not be assigned to computer or user.
They do not benefit from the privilege escalation feature that MSI-based packages do, when deployed via Group Policy. This means that the user who initiates the ZAP-based installation from Add/Remove Programs must have sufficient privilege to install the application
Beyond these two limitations. ZAP-based deployment can be a quick and dirty way to get an application distributed without having to take the time to re-package it into .MSI format. A little known fact is that when this feature was introduced in Windows 2000, Microsoft product team members referred to it as "Crappy ZAW", where ZAW stood for Zero Admin. Windows--an old term from NT 4 days! In any case, here is a sample .zap file created to deploy Winzip 9.0:
This ZAP file is pretty self explanatory. The FriendlyName key represents what you see in Add/Remove Programs when you go to select the package. The SetupCommand key lists the UNC path to the setup .exe file (Note that this must be a UNC--a drive letter path won't work). The DisplayVersion key is optional and shows the version of the application as it appears in the GPO. Finally, the extension section lists the extensions associated with this application. By using this EXT section, you guarantee that the application setup will automatically be started if the user clicks on a file with that extension (in this example, .zip), even if they don't explicitly run the setup from Add/Remove Programs. This is sort of a poor man's "install on first use" in the absence of a .MSI advertisement. Note that the command you provide should also include any appropriate switches if you want the installation to run silently. Otherwise, it will just run interactively, requiring the user to answer prompts along the way.