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ent000853-002
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I agree.THE SANDS HOTEL THE FRONTIER HOTEL THE DESERT INN Devising a comprehensive advertising campaign for three major resort hotels ?╟÷ all in the same city, all very well established ?╟÷ imposes certain inescapable considerations and conclusions. It is only natural that the individual management of each hotel will be watching the others carefully; that is, each will be sensitively aware of his position in the advertising, and each will be analyzing every bit of material thoroughly to make certain it isn't being "slighted" in any way. So, obviously, our thematic material must permit full and equal attention given to the status of each hotel. An overall theme must be developed that is appropriate to all of the subject establishments, yet works equally well with them, one by one. Additionally, our theme must work as well in one medium as another. A three-part show ad, for example, is not too difficult to work out in newspaper ads; in radio or television, it becomes quite another thing. If and when the character of each hotel changes (such as the family-oriented character recently announced for the Sands), the matter of saying different things in different ways about each of the three becomes comparatively simple.' But for- now, it must be assumed that the character