Strategy: As part of its decentralization program, the advertiser established a new Eastern Reservations Center at Winston-Salem, N.C. The company hoped that traveil agents would use its new "Hotline 800" number to make lodging reservations calls, but an investigation indicated that few were doing so. The hotel chain management ordered plastic Rolodex cards imprinted witht he hotline nimber and elected to use print advertising to distribute them to the target audience of 25,000 travel agents. Space was bought in two trade magazines, and the cards were tipped onto inserts. The ad insert also contained a postage-paid reply card with which readers could order additional Roladex cards for their offices.