(2 of 2)
With the Hertz campaign only seven weeks old, cash-register results so far are inconclusive, but Ally is pleased that mail is running 9-1 in favor of the ads. Like Doyle Dane, he admits that what he calls "an eyeball-to-eyeball, nose-to-nose" confrontation will be good publicity for the entire $500-million-a-year car-rental industry. It should also be rewarding for the agencies. Avis' annual ad budget has risen from $1,200,000 to $4,500,000 since the No. 2 campaign began, and Hertz's outlay is certain to increase as well.