SHOULDN'T HAVE BEEN IN THE BUDGET? VAIL PEEVED AT VIOLENT AD

          Vail Resorts CEO Adam Aron "has gotten Budget Rent a
     Car Corp. to stop running ads" showing a skier "painfully
     entwined in a tree" that appear in November issues of
     national magazines, including Time, Ski, Skiing and Outside,
     according to David Williams of the DENVER POST.  The ad
     reads, "Rent three times, meet menacing tree.  Rent four
     times, see menacing tree coming," and it "promises" a free
     pair of Bolle ski goggles after four Budget car rentals. 
     Aron wrote a letter to Budget CEO Sandy Miller last week
     stating he was "absolutely horrified and astounded by your
     insensitive, tasteless and highly offensive advertisement." 
     Aron's letter also "demanded that the ad immediately be
     pulled from circulation."  In a statement, Budget said, "The
     skier's image in our recent advertisement was designed to
     convey a humorous message.  While we are always looking to
     grab consumers' attention through our advertising, it is not
     our intent to offend anyone" (DENVER POST, 10/31).