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localId
1672816
label
Advertising
core
doc
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document
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1
Source metadata
id
1672816
sourceUrl
contentType
document
title
Advertising
citationUrl
collections
Michael Raoul-Duval Papers
Gerald Ford and Jimmy Carter Debates Files
subjects
Advertising, Political
Debates and debating
Presidential campaign, 1976
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1672816
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logicalDate
1976-09-30
month
9
year
1976
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logicalDate
1976-09-01
month
9
year
1976
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nara-archive
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1
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b0705816c867277c
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The original documents are located in Box 25, folder "Advertising" of the Michael
Raoul-Duval Papers at the Gerald R. Ford Presidential Library.
Copyright Notice
The copyright law of the United States (Title 17, United States Code) governs the making of
photocopies or other reproductions of copyrighted material. Michael Raoul-Duval donated to the
United States of America his copyrights in all of his unpublished writings in National Archives
collections. The copyrights to materials written by other individuals or organizations are presumed
to remain with them. Works prepared by U.S. Government employees as part of their official duties
are in the public domain. The copyrights to materials written by other individuals or organizations
are presumed to remain with them. If you think any of the information displayed in the PDF is
subject to a valid copyright claim, please contact the Gerald R. Ford Presidential Library.
THE WHITE HOUSE
WASHINGTON
September 4, 1976
MEMORANDUM FOR THE RECORD
SUBJECT:
DEBATES - ADVERTISING
I must discuss with Bailey and Deardourff the following
points:
We should consider buying print ads several days
before the debates (principally for the first debate)
in which we set forth a "scorecard" for the viewing
public to use during the debate (it almost could be
a cutout). We should have a list of points against
which the viewer can judge Ford and Carter.
Another point that can be made in these ads is to
point out that Carter has three positions on such
and such issue, and then raise the question "which
one will he use during the debate?"
We should also buy advertising space to run the
morning after the debates. This means we will have
to have a capability of providing copy right after
the debate. These ads should underscore the points
made by the President during the first debate. This
will help create a mind set which underscores the
points we wish to stress out of the debate.
immediately
Also,/after the debates, Jim Baker should make arrange-
ments to address all Ford campaign workers through some
kind of a special radio hookup. This hookup obviously
will generate news to the general public and the press.
It should go about fifteen minutes after the debate
concludes, and Jim should take about five minutes to
run through the key points which the President made
during the debate and obviously leave the strong impres-
sion that we think he beat Carter. This again will
underscore the points we want to make and we want
stressed by reporters who describe the debate.
FORD & LIBRARY GERALD
2
We've got to make sure that we develop a clear
strategy for buying time immediately ahead and after
the debates -- both on television and radio. The
Carter people will move in this area, and we need to
develop first options.
Any advertising we do before the debates should stress
the theme that they are a test of leadership -- not a
TV personality contest.
FORD LIBRARY & GERALD
MIKE DUVAL