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    "localId": "1672816",
    "label": "Advertising",
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{
    "id": "1672816",
    "sourceUrl": "https://catalog.archives.gov/id/1672816",
    "contentType": "document",
    "title": "Advertising",
    "citationUrl": "https://catalog.archives.gov/id/1672816",
    "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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    "naId": 1672816,
    "coverageEndDate": {
        "logicalDate": "1976-09-30",
        "month": 9,
        "year": 1976
    },
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        "logicalDate": "1976-09-01",
        "month": 9,
        "year": 1976
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{
    "seq": 1,
    "pageIndex": 0,
    "type": "document",
    "url": "https://s3.us-east-1.amazonaws.com/NARAprodstorage/lz/presidential-libraries/ford/grf-0205/648919/1672816.pdf",
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    "ocrText": "The original documents are located in Box 25, folder \"Advertising\" of the Michael\nRaoul-Duval Papers at the Gerald R. Ford Presidential Library.\nCopyright Notice\nThe copyright law of the United States (Title 17, United States Code) governs the making of\nphotocopies or other reproductions of copyrighted material. Michael Raoul-Duval donated to the\nUnited States of America his copyrights in all of his unpublished writings in National Archives\ncollections. The copyrights to materials written by other individuals or organizations are presumed\nto remain with them. Works prepared by U.S. Government employees as part of their official duties\nare in the public domain. The copyrights to materials written by other individuals or organizations\nare presumed to remain with them. If you think any of the information displayed in the PDF is\nsubject to a valid copyright claim, please contact the Gerald R. Ford Presidential Library.\nTHE WHITE HOUSE\nWASHINGTON\nSeptember 4, 1976\nMEMORANDUM FOR THE RECORD\nSUBJECT:\nDEBATES - ADVERTISING\nI must discuss with Bailey and Deardourff the following\npoints:\nWe should consider buying print ads several days\nbefore the debates (principally for the first debate)\nin which we set forth a \"scorecard\" for the viewing\npublic to use during the debate (it almost could be\na cutout). We should have a list of points against\nwhich the viewer can judge Ford and Carter.\nAnother point that can be made in these ads is to\npoint out that Carter has three positions on such\nand such issue, and then raise the question \"which\none will he use during the debate?\"\nWe should also buy advertising space to run the\nmorning after the debates. This means we will have\nto have a capability of providing copy right after\nthe debate. These ads should underscore the points\nmade by the President during the first debate. This\nwill help create a mind set which underscores the\npoints we wish to stress out of the debate.\nimmediately\nAlso,/after the debates, Jim Baker should make arrange-\nments to address all Ford campaign workers through some\nkind of a special radio hookup. This hookup obviously\nwill generate news to the general public and the press.\nIt should go about fifteen minutes after the debate\nconcludes, and Jim should take about five minutes to\nrun through the key points which the President made\nduring the debate and obviously leave the strong impres-\nsion that we think he beat Carter. This again will\nunderscore the points we want to make and we want\nstressed by reporters who describe the debate.\nFORD & LIBRARY GERALD\n2\nWe've got to make sure that we develop a clear\nstrategy for buying time immediately ahead and after\nthe debates -- both on television and radio. The\nCarter people will move in this area, and we need to\ndevelop first options.\nAny advertising we do before the debates should stress\nthe theme that they are a test of leadership -- not a\nTV personality contest.\nFORD LIBRARY & GERALD\nMIKE DUVAL"
}