Ask the Scholar
Document scope · 1 page
Scholar
Ask about this object, its catalog metadata, its source description, or the page inventory.
For page-specific OCR and visual context, open one of the page chats.
Source Description
This file contains:
From: Gordon Strachan To: H.R. Haldeman RE: Peter Dailey's Campaign Advertising Presentation. 8 pgs. [Subject: Campaign] [Memo], 8/15/1972
From: Ray Price To: Bob Haldeman RE: Notes on Ad Presentation. 2 pgs. [Subject: Campaign] [Memo], 8/15/1972
Comments on Ad Presentation by November Group. 6 pgs. [Subject: Campaign] [Other Document], no date
From: Ron Ziegler To: Gordon Strachan RE: Random thoughts on advertising presentation last night. 4 pgs. [Subject: Campaign] [Memo], 8/15/1972
From: Frank Shakespeare To: H.R. Haldeman RE: Comments on Campaign Film. 2 pgs. [Subject: Campaign] [Memo], 8/15/1972
From: Gordon Strachan To: H.R. Haldeman RE: Campaign Polls - Wave II Briefings. One page of handwritten notes attached. 3 pgs. [Subject: Campaign] [Memo], 8/11/1972
From: Jeb S. Magruder To: Clark MacGregor RE: Liason with the RNC. One page of hadwritten notes attached. 3 pgs. [Subject: Campaign] [Memo], 8/1/1972
Scholar Source Context
Document identity
localId
26145635
label
WHSF: Contested, 14-14
core
doc
dtoType
document
citationUrl
pageCount
1
Source metadata
id
26145635
sourceUrl
contentType
document
title
WHSF: Contested, 14-14
description
This file contains:
From: Gordon Strachan To: H.R. Haldeman RE: Peter Dailey's Campaign Advertising Presentation. 8 pgs. [Subject: Campaign] [Memo], 8/15/1972
From: Ray Price To: Bob Haldeman RE: Notes on Ad Presentation. 2 pgs. [Subject: Campaign] [Memo], 8/15/1972
Comments on Ad Presentation by November Group. 6 pgs. [Subject: Campaign] [Other Document], no date
From: Ron Ziegler To: Gordon Strachan RE: Random thoughts on advertising presentation last night. 4 pgs. [Subject: Campaign] [Memo], 8/15/1972
From: Frank Shakespeare To: H.R. Haldeman RE: Comments on Campaign Film. 2 pgs. [Subject: Campaign] [Memo], 8/15/1972
From: Gordon Strachan To: H.R. Haldeman RE: Campaign Polls - Wave II Briefings. One page of handwritten notes attached. 3 pgs. [Subject: Campaign] [Memo], 8/11/1972
From: Jeb S. Magruder To: Clark MacGregor RE: Liason with the RNC. One page of hadwritten notes attached. 3 pgs. [Subject: Campaign] [Memo], 8/1/1972
citationUrl
collections
Richard M. Nixon's Returned Materials Collection
Contested Materials Files
imageCount
1
hasImages
yes
source
import
hasTranscription
no
Source extras
naId
26145635
levelOfDescription
fileUnit
recordType
description
ocrSource
nara-archive
Single page context
seq
1
pageIndex
0
type
document
mediaId
c7c80122210bb086
ocrText
Richard Nixon Presidential Library
Contested Materials Collection
Folder List
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
14
14
8/15/1972
Campaign
Memo
From: Gordon Strachan To: H.R. Haldeman
RE: Peter Dailey's Campaign Advertising
Presentation. 8 pgs.
14
14
8/15/1972
Campaign
Memo
From: Ray Price To: Bob Haldeman RE:
Notes on Ad Presentation. 2 pgs.
14
14
Campaign
Other Document
Comments on Ad Presentation by November
Group. 6 pgs.
14
14
8/15/1972
Campaign
Memo
From: Ron Ziegler To: Gordon Strachan RE:
Random thoughts on advertising presentation
last night. 4 pgs.
Wednesday, January 05, 2011
Page 1 of 2
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
14
14
8/15/1972
Campaign
Memo
From: Frank Shakespeare To: H.R.
Haldeman RE: Comments on Campaign
Film. 2 pgs.
14
14
8/11/1972
Campaign
Memo
From: Gordon Strachan To: H.R. Haldeman
RE: Campaign Polls - Wave II Briefings.
One page of handwritten notes attached. 3
pgs.
14
14
8/1/1972
Campaign
Memo
From: Jeb S. Magruder To: Clark
MacGregor RE: Liason with the RNC. One
page of hadwritten notes attached. 3 pgs.
Wednesday, January 05, 2011
Page 2 of 2
ADMINISTRATIVELY CONFIDENTIAL
August 15, 1972
MEMORANDUM FOR:
H. R. HALDEMAN
FROM:
GORDON STRACHAN
SUBJECT:
Peter Dailey's Campaign
Advertising Presentation
On August 14 Dwight Chapin, Ray Price, Frank Shakespeare,
Tex McCrazy, and Ron Ziegler participated in a two and
one-half hour presentation by Peter Dailey, Bill Taylor,
and Phil Joanou of the campaign advertising and media
plan. After an introduction by Dailey, Taylor presented
the 16 5-minute and 60 second TV spots. Taylor then
presented the print advertisements, and Joanou concluded
with a brief description of the media plan. In addition
to the memoranda submitted by Price, McCrary, Ziegler,
and Shakespeare (attached at Tab A), notes taken during
the discussion covered several points. The comments by
each individual are listed under each advertisement:
1) "The Record" - 5-minute TV spot
Chapin - The economy is not mentioned.
McCrary - Very poor; quite unuseable,
- Don't show President in any way but at
strong points; some scenes show him
fumbling and in ungraceful movements,
- The President lights up during his strong
handshake, can't we use the handshake with
Chou in China? - that's the highlight of
the whole trip,
- What about the use of animated charts,
newsreels, and news headlines?
Shakespeare - Completely unuseable,
- Concept is excellent but the execution
is unacceptable.
- 2 -
1) "The Record" (cont.)
Miegler - Try to get better footage of the President's
appearance;
- There must be better footage of the President
signing the SALT agreement - Breshnev appears
stronger,
- Change the 39,000 men left in VN to "with-
drawal of 500,000 men in 4 years" and "no
more combat ground troops",
- Get better China footage - where is the
handshake?
- Why not finish with the President's return?
2) "Property Taxes" - 60 second TV spot
Chapin - Looks stagey.
McCrary - Approved of the force of conversation with
Mr. Ehrlichman; should have scenes of the
President working with his staff.
Price - Prejudiced against it but that's an in-house
feeling;
- It's an effective topic but he doesn't trust
public reaction to it - could be negative.
Shakespeare - Opposed to staging the President,
- The concept of the advertisement (staged)
could be negative with the public.
Ziegler - President appears to be "chewing out"
Mr. Ehrlichman,
- Did not find it stagey.
3) "China Trip" - 5-Minute TV spot
Chapin - Liked the plane shot,
- Should show more shots with Mao,
- Too quick on sightseeing parts;
- Omit the picture of Mrs. Nixon in fur coat,
- Possibly add the pictures from the sporting
event,
- Add the President's return,
- Dr. Kissinger has tremendous credibility.
- 3 -
3) "China Trip" (cont,)
McCrary - Scene of President throwing food to fish
much too awkward - don't ever picture
President with a limp wrist, show him
only at his best,
- Why not shift from color to black & white
news headlines, brings back the impact of
the trip to the public, use Reston's
New York Times banner line "President's
Finest Hour";
- The tempo of the advertisement is much too
slow,
- Why not a recurring music theme in background? -
"Hail to the Chief" (after all he is the
President) or "Pomp and Circumstance",
- "Name of the game is that he's the President"
Price - Very good, liked it very much,
- will make interesting TV, will hold the audience,
- Good point about the President's feeling about
the future with China made in 1967,
- Gives you the feeling of "Our President" -
nothing crystallizes the President's support
more than this point.
Shakespeare - Liked it very much,
- Very effective,
- Are there better shots of the President
at diplomatic negotiation functions?
- Scene of President throwing food to fish
much too awkward.
Ziegler - The President does not appear at case at
the planeside troop inspection - do not
include it,
- Have more shots of him with Chou alone -
possibly at the Hall of the People,
- Get some good shots at the banquet with
"Americanthe Beautiful" being played,
- Less sightseeing shots and more diplomatic
meetings - need a higher setting,
- Including Dr. Kissinger is a terrible waste
of film.
Dailey - Not satisfied with announcer's voice,
- There should be a balance of shots of President
at diplomatic events and people-to-people
meetings.
- 4 -
4) "Environmental Protection Agency" -
Chapin - Drop the ToSe Eliot quote,
- We're doing the ad for the young yet we
don't seem to be promoting them (the young)
in it.
McCrary
- Liked it,
- Show some real traffic - Long Island Expressway
crowded-type traffic,
- Really emphasise the "Now" and "President Nixon",
- Use some arresting music,
- Use some National Geographic-type shots at end,
- This is a big youth topic - why not use
Uhlie's voice?
Price - Shows a decisive President;
- Can get better footage of America's beauty from
Department of Interior.
Shakespeare - Liked it much better at the end than
at the beginning;
- The beginning is boring - will not hold
an audience, the shots are very pedestrian,
not interesting;
- President has an extraordinary voice, it
should be used as a voiceover; use less
shots of the President giving the speech -
use his voice as background.
Ziegler - Does not like the scenes of the President
finishing the signing of a bill with a great
flourish of his hand - tone it down,
- Copy is very good,
- Try to get better feotage of the President
in the environmental context, maybe Chicago/
Great Lakes trip.
5) POWS" - 60 second TV spot
McCrary - Highly emotional subject which could change
any day - "5th Age up someone's sleeve",
- POWs appear much too healthy in opening scenes -
"they look like camp counselors" - looks as
though Manoi is treating them well,
- 5 -
5) "POWs" (cont.)
McCrary - It's a gut punch issue - hit the public
hard or don't use it,
- Stay loose on this one - hold it open -
wait until later in the campaign - you
might have to use it.
Price - Very well done,
- Subject could work against you,
- We must stress the difference in the President's
policy of meeting terms and getting the PEWs
back and McGovemn's getting out and expecting
the POWs returned.
Shakespeare - Should it be run at all?
- If you use it, wait until late into the
campaign,
- Shots of POWs at the beginning show them
much too well taken care of. If you're
going to use such an emotional idea, go
all the way,
- Possibly have alternate advertisements
prepared as War situation might change in
closing days of campaign;
- CIA has very tough shots of POWs but they
would have to be used judiciously.
6) "The Record" - 60 second TV spot
Chapin - Why not drugs and crime?
- Does not like draft shot.
McCrary - Tempo of voice must be faster,
- How about more headlines?
- Good stills,
- Why not include drugs and crime and what
the President has achieved in these areas?
- Last still of President very weak;
- Personalise more with the use of the President's
voice in background,
- Why not use the First Family?
- Why always make President look like a loner -
get shots of him as a team leader with staff,
as a family man, freend,
- 6 -
6) "The Record" (cont.)
McCrary - Why not shots of the President at Camp
David relaxing?
- Show the President as a forceful leader in
comparison to McGovern's disorganized command,
- Push the morality of the President.
Shakespeare - Make up different versions using the
President's many achievements,
- Bring in the fact that there are "no
combat troops in Vietnam",
- Why not more First Family shots -- an
extraordinary family,
- Underline the morality of the Nixon
approach to life,
- "There's nothing wrong with being square,"
Ziegler - Damn good,
- Keep loose on war figures.
Dailey - The war is a tough issue to present;
- The missing element which must be included
is the President's strong moral message -
his perception of America's future.
7) "Youth" - 60 second TV spot
Chapin - The only scene with blacks is concerning
drugs, which must be changed,
Price - Very good,
- At the beginning all the young look grubby,
include some more normal looking young people -
non-demonstrators.
8) "Older Americans" - 60 second TV spot
Chapin - There are some awkward portions - example,
where the President reaches into the crowd.
- 7 -
8) "Older Americans" (cont.)
McCrary - The segment where the woman discusses the
rise in the cost of onions will go great
in New York - the Jewish vote;
- Should you possibly have a dialogue -
maybe between a man and a woman as commentators;
- You're not reaching the female vote,
- Need for contrast.
Price - Stress the "usefulness" theme.
9) "China Trip" - 60 second TV spot
Chapin - There are no scenes with Mao,
10) "Russia Trip" - 5-minute TV spot
Chapin - Play up Rogers, out back Kissinger.
Everyone was very enthusiastic about it.
11) "Welfare - Construction Worker" - 60 second TV spot
Chapin - Show many more people on the streets to emphasize
the numbers,
Everyone was very enthusiastic about it.
12) Layouts, Newspaper, Magazine ads (General Comments)
McCrary - Israeli ad - Italicise McGovern - give it punch,
0 Did not like the defense out ad with carrier
disappearing into the sunset;
- Very enthusiastic about the "Senator McGovern
Meet Senator McGovern" ad.
Price - Uncomfortable with the Supreme Court ad -
remove the "can" - make it "All American Respect".
13) "Passport" - 60 second TV spot
Shakespeare - Great!
- 8 -
Random Comments --
McCrary - Why is the President always seen at a
3/4 angle in his campaign pictures? Why
only profile shots? No eye contact? Does
not remember ever seeing a candidate
completely at angles;
- There must be more emphasis on the word
"Now" and "President Nixon",
- Very poor announcer;
- Is there an urban ad?
- Make Agnew a more preminent ferce in the
campaign; there's a very positive feeling
for him (as well as very negative) and
especially after the Eagleton issue Agnew
grows stronger; he's a big plus - include
him.
Shakespeare - Generally liked the campaign songs)
his only question was with the clarity
of the words. The November Group assured
him that what he had heard was only a trial
run and that it would be much improved in
the final version.
Dailey - Campaign songs ("After these two, everything
else pales");
- "We on the outside have great awe and respect
for the President and the Office of the
Presidency so this is the way we want to
present him -- the impressive man at work."
- Comments on Agnew ("There is either positive
or negative reaction to him, and we're after
the marginal voter.")
Dailey also has two focus group sessions with 11 participants
each conducted to assess reaction to six commercials. The
results, which Dailey emphasizes is not "research", is
attached at Tab B.
GS/jb
August 15, 1972
MEMORANDUM FOR:
BOB HALDEMAN
FROM:
RAY PRICE
RTs)
SUBJECT:
Notes on Ad Presentation
Most of my reactions were to individual pieces, rather than
overall -- and these would presumably be reflected in the notes
that were taken.
A few general thoughts:
Overall, I liked it. There were some of the commercials that
all of us had problems with, but for the most part these seemed
fixable things.
The "President Nixon -- Now More Than Ever' theme, which
I was cool to earlier, seems a lot better to me now, particularly in
the wake of the McGovern nomination and the chaos on the other
side -- and their explanation of the rationale behind it seemed to make
sense.
One thing I think needed fixing in some of them was to sharpen
up the notion of being at mid-point -- with great things begun, which
have yet to be completed. This has got to be one of our principal
selling points -- as I gather they recognize, and are trying to do.
The ad people seemed generally unenthusiastic about the
5 -minute format, and I gather one of the key decisions to be made
later on will be whether we use all our availabilities on these and,
if not, how far we cut back. I like the 5-minute format, particularly
when it's done with a "documentary" feel, such as those on the China
and Russia trips. Granted there will be a lot of people turning to
another channel when they find themselves facing a campaign film --
-2-
but those who don't switch channels will, by definition, be people
who are interested. People who'll watch a 5-minute film are more
likely, perhaps, to be those who are still trying to make up their
minds. And this is an exceptionally good opportunity to capitalize
on some of our exceptional strengths: showing the President moving
the world, and showing him in situations that people remember as
ones that made them proud of their President -- which is something
the opposition simply can't do.
#####
TO: WIGHT CHAPIN
H
Snem Sharran
FROM: TEX MCCRARY
SUBJECT: COMMENTS ON PRESENTATION BY NOVEMBER GROUP
(AS REQUESTED BY THE TALL GUY IN THE GREY SUIT, PRONTO)
1.
At the outset, let me thank you for inviting me to sit in on the showing.
Not only for what I sawfrom the November Groupp, but more important,
for what I heard from the President's own team:
(1) There was clearly a healthy irreverence among you, no
disrespect but neither was there any spastic a Pamong you
for either the Man or the ffice of President.
(2) Equally evident, however, was the weary acceptance, born of
long and constant association, which triggers the recurrent respons
to some of my suggestions
"the President just won't do that.
11
But I never knew a man more skillfulj1 at reversing the field.
(3) The interplay among you Shakespeare, Ziegler, Price, you --
was the most reassuring thing to me. Someday, I would like
to watch a session with Haldeman in the group.
(4) However, I am still looking for the one guy I would call
"Editor-in-Chief". Maybe that guy is the President. Okay,
then I'm looking for the Executive Editor. Maybe that is
Haldeman. Okay, so then I'm looking for the Managing Editor.
Is that
Chapin? Then somewhere, the chain of communication
has snapped.
Out of the thousands of Headlines and pictures, the eaption
under the Portrait of the President has not been phrased and
sharpened and passed down to the November Group, or the voters.
2. I don't have the answer. But for the first time last night, I saw the
question. After watching the best efforts of those skilled professionals to
capture the whole sequence of Headline Picture Caption on still and cine
film in music, on TV, and in print in phrase and word and even
punctuation for the first time I realized fully how hard it is to capture
the essence of the most complicated President since Lincoln
who grew
a beard to change X the image of "my poor, lean face, from which nobody
has ever seen any fat cabbages sprouting
"
For the first time, I understand why, after a lifetime writing and
speaking in the political arena, Richard Nixon has yet to make
Bartlett's Familiar Quotations, and rarely coins a quote for a headline.
But
nowhere did the November Group, in 60 seconds or 300, in
slogan or full page ad, nowhere did they match the precise line you
dug up "I never M "I never shoot blanks". POW.!!
3. And out of all that groping, much of it very good, searching for
-2-
the meaning of the Man who will not finally emerge until after November 7 --
unless, of course, his margin shrinks to the razor's edge of the last
week of '68 I can now understand why you finally settled for that
Goldwater
slogan:
President Nixon. Now More Than Ever.
In Your Heart, You Know He's Right.
5. But having voiced my misgivings about the campaign's battlecry,
let me quickly say that I believe the November Group has accomplished --
or proved to me they will accomplish on time -- their "Mission Impossible".
Better perhaps in the newspaper ads than on TV -- but then as you know,
I am partial to Print.
And because I believe this will be a tight and slugging campaign at the
end, they have demonstrated sheer brilliance in their attack stuff --
left jab, left hook, right cross, POW!
6. They have avoided the slick "packaged" look and sound that would
quickly or finally rankle millions of people who have begun to suspect
every hard sell they see on TV except Alka Seltzer.
7. There is an easy, Polaroid, picture album quality that avoids
the Coronation tone, the lecture, the hard sell, and instead, appeals and
persuades.
However, I think a damn good news film editor -- a guy who
has never seen the bundle before, should see it as I saw it
that guy's eye would catch and zip closed the
open flies
like the President's limp wrist feeding of the fish. the price
of onions
and too much of Mrs. Nixon's blonde fur coat
and he would know how to tighten the sequence, because he
has to fit headline film clips into newscasts day after day.
That whole problem of handling the five minute spots reminds me
sharply that Lincoln's Gettysburg Address took only 3 minutes
and 10 seconds and he was a slow talker.
8. What
follows is random notes, already given during the critique
last night, reprised here for reminder:
USE OF STILLS
The spots that wound up with puncilines over stills were great. The one with
only stills equally effective.
Stills make great visual for sound of Nixon voice -- his voice does have
macho
command
voice of command
better when not tied to
footage of him speaking the lines you hear.
Suggest more use of dramatic stills to show Family -- his own and
a
Official.
contrast to McGovern's total disarray.
A great bumper sticker for McGovern would be:
-3-
LEAP BEFORE YOU LOOK
WITH MCGOVERN
against
Match that universal feeling about McGovern the recognized fact
that Nixon, the President, is surrounded by a team
he has not
suffered any Vietnam or Bay of Pigs he mined Haiphong and did not
scuttle Moscow
he
knows what he is doing
Kissinger is far better locked into a still with the President than
in action
certainly better silent than in sound.
USE OF HEADLINES AND GRAPHICS
Recognizing my partiality to print, still, I submit that TV sells
newspapers people hear it and see it on TV then read the papers
for confimration and clarification.
As accent, punctuation, and pace in the TV spactment spots, suggest
injecting headlines
even covers of Time and Newsweek of
President and Pat in Peking and Moscow almost better than any
cine footage
Bottom line on Peking trip might be clipping
of that headline on Reston column in Times and Wash Post:
NIXON"S
FINEST HOUR
By Reston
Ron Ziegler once
used chart to show withdrawal of troops from
Moscow how about simple animation insert.
Red 1 ine rising against years of Democrats
black line falling
against Nixon years
visibility is
credibility.
TYPOGRAPHY
Suggest simply underscoring of one word in the campaign. battlecry
because even people who are not immigrants do still move their
lips when they read.
that's why you always print what the punch
line voice in a commercial reads
hence:
PRESIDENT NIXON.
NOW, MORE THAN EVER
-4-
THE "VOICE"
Everybody
agreed that
the voice of the spots was wrong more
like Henry Fonda than Clark Gable.
I suggested consideration of a very macho voice, like
Charles
Bronson
in sharp contrast to McGovern sounding like Liberace.
Suggested also that you might use Helen Hayes, whose voice on
the prmo commercials for the Ageing is great.
11
Generally, throughout, there seemed
to be a failure to reach women in the sp ots
and my understanding
is that
far more women watch TV than men.
Very little appeal to
women in content, phrasing, or voice.
How
expensive would it be to change voices for regions --
Johnny Cash down South
John Connally down south and elsewhere
Scandanavian voice to catch the ear of Heritage Groups in urban areas
POSTSCRIPT
I feel strongly that the
"Petition of Gratitude" idea which
Bill Casey talked to Bob and MacGregor about, and we pitched to
Gerry Jones this morning -- and struck out -- could be a solid
spot and an instrument for the whole campaign. to move the
Undecided and even the Decided who came
our way because
they
don't like
or fear McGovern, to convert them to a
positive attitude and posture and action.
help
I would like clearance to the November Group to produce that
brochure for the threshold on The Record, to be given the Undecided
in the form of a Petition which would say simply; on a postcard:
Thannks, Mr. President:
1. Because
2.
Because
3. And leave one blank for signer
Signature
And on the other side
addressed to: The President President
The White House, Washington, D.C.
With an Eisenhower
Stamp
U.S.Ó°POSTAGE
PRBILENE. OCT 14 KS
DWIGHT D.
DISENHOWER
FIRST DAY OF ISSUE
1969
IN HOMAGE TO
67410
Dwight David Eisenhower
THEREY-FOURTH PRESIDENT OF-THE-UNTED-STATES
GENERAL OF THE ARMES
STATESWAN AND EDUCATOR
A MAN or LUMINOUS INTEGRITY AND DECENCY.
OF STADFAST COURAGE AND CONSCIENCE.
Therhwood
FIRST DAY OF ISSUE
POSTSCRIPT: 2
CAMPAIGN SONG
in a hunny
I realize that it is hard to make a hit, for a show or a commercial
or a campaign.
Generally, the Democrats have used old songs
"Hello,
Dolly"
and "Eveything's Coming Up Roses" and 'Happy Days Are Here Again".
And the
Republi cans have used Battle Hymn of the Republic.
Irving Berlin"s "I Like Ike" was a hit long before Ike decided to run.
Your recording of the old songs with new lyrics wasn't quite
fair,
but again it is a bit too late to start griding out a hit in time for the
Convention or the Campaign.
But
may
I
suggest
consideration of a song that was written by
a couple of guys who had only done TV commercials before
and
it became a long running hit. and I believe ASCAP will confirm that
it has now become, more than the National Anthem, the theme song
of every High School Graduating Class across America:
"The
Impossible Dream""
That song says and sings and sounds like everything Richard Nixon stands
for
it is the "lift of the driving dream" that is deep inside
2777
Avi
him.
directly and instantes
It will not move anybody from don't like Nixon" to "I Like T Dick"
But it will help everybody to identify with this loner
to feel the tingle
of respect for the Office first and then the Man and then perhaps
to move from respect for the Office and the Man to gratitude
to say:
"Thanks, Mr. President
11
Try
it at the Convention
plant it on tape with orchestra and choir
for every Rally across the country
supply some special lyrics for
a second verse
and print it up on song sheets that carry the
President's Portrait
And
incidentally,
when you add music to the TV spots, you
should
always wind up with that "paid political announcement" d followed
by the Campaign Portrait slow zoom to ECU on the eyes.
President
Commander in Chief.
POW!!
THE WHITE HOUSE
WASHINGTON
August 15, 1972
MEMORANDUM FOR:
H
FROM:
RON ZIEGLER
SUBJECT:
Random thoughts on advertising presentation
last night
First a comment on the music.
I think both the lyrics and the music of the first track, "Nixon Now" and
the second track, "Reaching Out" are excellent. "Reaching Out", as a
matter of fact, is fantastic.
This observation: I like the feel and the pace of the demonstration tape
on "Reaching Out" that you played for me several weeks ago better than
I like the Mike Curb version of last night. Specifically the solo effect as
presented on the demonstration tape I thought was very effective and did
not demonstrate itself as effectively in the Mike Curb version.
The demonstration tape was a more up-beat, swinging type of sound,
whereas I felt the Mike Curb version played last night had too much heavy
country music feel to it, even though it was not a country-western arrange-
ment as such. I hold this opinion even though the opening guitar segment
will be eliminated.
The thought occurs to me that the lyrics and feel of "Reaching Out" are so
superb that perhaps consideration should be given to doing several versions;
the Mike Curb version which is excellent, but also another version more
similar in feel to the demonstration tape, i.e. with the solo lyric bridges
and perhaps another rendition that the creative types may deem appropriate.
Final point: I simply feel that there is more to get out of "Reaching Out"
than I heard in the Mike Curb version played last night, as excellent as
the Mike Curb singers are.
-2-
Random thoughts regarding the television commercials that were shown:
Generally I would say the product which was shown last night was very
good -- particularly effective were the three McGovern attack spots --
"Turn Around", "National Defense Posture", and "Welfare". My only
comment would be on the "Welfare" commercial; and that is, in my judgment
it is more effective to say that the McGovern welfare proposals would place
80 million more people on the welfare rolls than it is to say the welfare rolls
will increase by 47%, as the current copy states.
As I said above, the product over-all was good, but it is my understanding
that you do not want to hear SO much what I like about the commercials, but
rather what my less-than-positive impressions are.
As I told you on the phone, I have little to add to my comments made last
night, but here goes:
Generally, I would say - - and this applies to all of the spots except for the
attack spots we have not always selected the best film that is available of
the President or of a given situation to most effectively and dramatically
make the points we want to make. The film is generally good. But I sensed
a lacking of mood, and at times appropriate tone.
For example the China spot. The President went to conduct serious nego-
tiations, not to sight-see; and indeed the copy point, "The hard business of
diplomacy got underway" is made. But immediately following that copy
statement there is extensive film of the President and Mrs. Nixon sight-
seeing through China. In my view there should be
more of the President in a meeting situation in the Great
Hall of the People
-- use of the dramatic film available at the first-night banquet such
as the toast and the playing of "America the Beautiful"
footage of the President preparing and working in his room at
the Guest House.
I feel that more of this type of scene should be included in the China commercial.
I also feel that the section of the China commercial showing Dr. Kissinger
and referring to the Shanghai communique is irrelevant. Why not show the
President? It's his communique.
-3-
Other observations: Also -- and this refers to the commercials generally --
I think there has been a tendency not to eliminate the sometime awkward gestures
of the President. For example, there is one particularly jarring gesture of the
President feeding the goldfish in China, where he gives a very awkward flip of
the wrist as he feeds the fish. People might not notice this, but why give them
a chance? This is not reflective of the President's general gestures and
movements.
Also in several of the sections of film showing the President signing documents,
he gives an exaggerated gesture or flourish at the end of the signing. I know there
are many film segments of the President signing a bill where this flourish does
not exist. Why show it unless you view it as a plus or a positive? I think it is not.
This gets down, I know, to the extreme of nit-picking, but this is what you asked
for. In the signing ceremony in Moscow, the film segment shows an aide helping
the President to find the right page and the proper line on which he should sign;
and then flashes to Brezhnev, who with great confidence and with no assistance
is applying his signature. To me this is not a positive contrast. Why not show
the President affixing his signature, and therefore always showing the President's
strength and him as a man in control?
The film used of the President's arrival in China I think is probably the worst
arrival film that I have seen. Several of the commercials do focus on the
initial hand shake, but not to any extensive degree. And all commercials have
a scene of the President walking from the plane together with Chou En-lai toward
the troops, which presents the President not in a stately way, but indeed in an
awkward way. There is a back shot focused for well over five seconds on what
in this occasion was a generally awkward walk of the President, and distorts his
true view. It seems to me there must be better film footage and better angles
of the President's arrival in China and approach and review of the troops than
is used in the commercials and films I have seen upto this point.
Other commercials:
Commercial on the Environment: It's OK but drags. Here again the dramatic
film is missing -- the film of the President walking in the Redwoods, good film
of the President on a boat with the Grand Tetons in the setting behind. Instead
of using that kind of film we show simply the President talking to a crowd in the
Grand Tetons. There is no film of the President visiting the sewage treatment
plant. What I am saying is that I think people like some mood shots and drama,
and I believe this catches the attention of people. This is missing in the environ-
mental commercials in my view.
-4-
Elderly Commercial: It's OK but I don't know how many senior citizens
in the United States play pool or play cards. Now I am sure a vast majority
of them do, but I am sure a high percentage do not, and perhaps a percentage
who are offended by cards or by the scene of an elderly woman playing pool.
Maybe it is no big problem, but why do we want to show this? We want to
show old people in recreation, but there is croquet, checkers, chess,
needlepoint, bowling. My point here simply is that the cards and the pool --
as minor an element as it is-- could offend, and their inclusion adds nothing
to this commercial. What we simply want to show is recreation.
There is one commercial -- not the China commercial, and I cannot recall
specifically which one it is, that has a closing shot of the President addressing
Congress. Seen only at a glance and only one time, my impression was
that this was a dated film of the President before Congress -- perhaps going
back to 1970. It could have been distorted because we were looking at work
prints, but I think we should take a look at this and any time we are showing
the President before Congress show current footage. He has a different look
today than he did in 1969 and 1970 in terms of hair style and dress.
SST Commercial: Not a bad commercial, but I see no reason to raise the
SST issue during this campaign. The point has been made. Everyone knows
the President is for U.S. strength and leadership. It seems it is not a
particularly strong selling point.
Commercials on the record: They are good -- particularly the still photo effect.
POW Commercial: We must be very cautious with this commercial. I still
question how effective the copy line is that compares today the U.S. Prisoner
of War plight with the French situation in 1954. It seems to be stretching a
point in the commercial that the North Vietnamese did not account for 15, 000
French POWs when the U.S. has some 450 POWs, and we are showing film
of some of them in the commercial. In my view this just does not tie together
in the commercial.
These are some of the general comments I have regarding the commercials.
Documentaries:
Finally, and I can't resist this point, which relates to the documentaries that
will be shown at the convention. I think "The Nixon Record" and "Nixon:
Portrait of the Man" documentaries are fairly good. But I think we do an
injustice to Mrs. Nixon by only showing her smiling and shaking hands. It
-5-
seems to me this is the only impression of Mrs. Nixon that comes through.
--
There are not enough excerpts of her speaking or
reflecting (voice over), which she does very effectively --
and those would highlight her depth and involvement.
-- There are no mood shots of Mrs. Nixon around the White
House, as First Lady of the Land.
-- There is no film of her in intimate moments with the girls,
and her role as the mother of such fine girls is an important
identification for viewers, and adds another dimension.
--
There is no film of Mrs. Nixon and the President walking in a
White House setting or on the White House grounds.
These types of scenes could be so positive and so realistic and so reflective
of the First Lady and indeed of the President that I am disappointed they are
lacking.
I also would raise a few textual objections on the commentary used in both
documentaries, but recognize they are unpolished versions.
I could write an equally lengthy and rambling memo on the positive side of
the commercials and the documentaries, because I do think they are good
pieces of work. But this memo is aimed at what I consider to be the less
positive effects.
UNITED STATES INFORMATION AGENCY
WASHINGTON
DIRECTOR
August 15, 1972
MEMORANDUM FOR:
The Honorable
H. R. Haldeman
The White House
Comment on campaign films.
1.
Technique showing President at work, in his office, in charge, running
the country (BUSING commercial) is effective. Much better than direct
presentation by President. He projects as tough and philosophically strong.
Must be careful in using this approach to avoid events looking staged
(PROPERTY TAXES commercial -- Ehrlichman walking into room as if on
cue.) Try more of these.
2.
Messages have little or no women's appeal. Women will be a major
McGovern target.
3.
McGovern swing-picture film is good.
4.
Footage and still-shot selection and editing need strengthening. Some
footage is awkward (first section of Nixon feeding fish in China), much is
routine and unimaginative. In still-shots, suggest more use of Ollie Atkins -
type warm, candid photos.
5.
Multiple still-shot technique good, in part since there is wealth of
materi al. Try more of these (note Atkins reference above).
6.
Do not use prisoner of war film. Wait upon developments. Issue
emotionally loaded and direction of impact uncertain. Prepare stand-by
films showing stronger evidence of harsh prisoner life. But do not use now
nor in future without careful review.
7.
Nixon voice is superb. Make more use of voice-over technique where
actual speaking footage is less interesting than alternate visuals.
8.
Produce material making strong but indirect point of moral contrast
between what Nixon and McGovern represent. Nixon
character, family,
decency, hard work, faith, principle, loyalty. The McGovern contrast is
evident but should be unspoken. This should be a central campaign tone.
One way to address it might be use of family footage and stills. A First Family
to make you proud
...
and bespeaking a way of life. Julie is"a particularly
effective personality.
-2-
9.
What about the major Nixon effort on drug control. Also crime
control. Aren't these gut issues, Nixon strong points and McGovern weak
points.
10.
The Nixon foreign policy record is properly emphasized. We should
keep at it.
11.
Kissinger probably not a "simpatico" figure, particularly outside
big sophisticated cities. He does not photograph well. Include as necessary,
but only as necessary. Keep emphasis on Nixon.
12.
Five-minute program slots are key exposure situations. At this
point we have few good five-minute films. This should be the focus of
creative effort now.
13.
Subject to minor obvious deletions, which were commonly Dagreed,
I like the newspaper ads.
14.
Suggest keeping a tight rein on September spending in order to have
significant optional funds legally available for the final campaign days even if
we do not eventually need or use them.
fff Frank Shakespeare
ADMINISTRATIVELY CONFIDENTIAL
August 11, 1972
MEMORANDUM FOR:
H. R. HALDEMAN
FROM:
GORDON STRACHAN
SUBJECT:
Campaign Polls -
Wave II Briefings
Bob Tester completed the briefings of White House Staff
on the results of the Campaign Polls Wave II. Tester
spent 1 1/2 hours with the Vice President and Roy Good-
earle together yesterday afternoon. Teeter reports that
the Vice President was opinionated but very receptive and
pleased with the briefing. The Vice President asked where
he could be the most helpful. Teeter suggested Ban Diego,
Columbus and Cincinnati, Ohio, and certain cities in Texas.
Teeter believes it would be helpful if he could give the
Vice President the state-by-state issue summary that he
prepared for Chapin and Parker. Also, Tester is preparing
materials that indicate the differences in Agnew's approval
rating in various madia markets (ADI). The preliminary
review of the material indicates that there are substantial
differences in the President's and Vice President's approval
rating in different ADI's. Tester believes this would be
valuable information for the Vice President and Chapin/
Parker.
Recommendation:
State-by-state issue summary to Vice President.
Approve
Disapprove
Vice President personal approval rating by ADI to Vice
President.
Approve
Disapprove
- 2 -
Peter Flanigan, who spent a substantial amount of time
last fall reviewing pollsters and their plans, wants
to be briefed on the Wave II results. MacGregor concurs,
but the rule is no polling briefings of White House Staff
without your express approval.
Recommendation:
Teeter briefing of Flanigan.
Approve
Disapprove
GS/jb
Line 1 devel + distril
Surrs+ Press
Mac G, Shummay
Fire Patter Outers
Reinning Gov.
nsc Slays put
attack Organization
Cong Rel's stoff
alex Batterfuld - Holding deen Plat
San Open:- Spicing + TVcorcrayo
Pornestic Council - issue developed.
4
Committee for the Re-election of the President
MEMORANDUM
August 1, 1972
DETERMINED TO BE AN
ADMINISTRATIVE MARKING
CONFIDENTIAL
E.O. 12065, Section 6-102
By Emprise NARS, Date 1-14-80
MEMORANDUM FOR:
CLARK MAC GREGOR
FROM:
JEB S. MAGRUDER
SUBJECT:
Liaison with the RNC
This memorandum is in response to your question on the liaison
between our Committee and The RNC. There is a high degree of
coordination between the two organizations on a continuing
basis.
Listed below are the primary points of contact:
RE-ELECTION COMMITTEE
RNC
The Political Division
Ed De Bolt
Bob Marik (Research & Planning)
Ed De Bolt
Younger Voters
Young Republicans
College Young Republicans
Biba Wagner (Research)
Research Staff:
Ron Wiles
Dennis Rhinow
Pete Purves (Congressional
Committee Statistics)
Leslye Arsht (Issue Research)
Information Retrieval:
Bob Chase
Mark Harroff
Susan Edwards
Carol Hoke
Press
Clipping Bureau
Dan Evans (Polling)
Research Staff:
Ron Wiles
Pete Purves
CONFIDENTIAL
- 2 -
RE-ELECTION COMMITTEE
RNC
01der Americans
Mr. Van Renssalaer
Black Voters
Ed Sexton
Ethnic Voters
Laszlo Pasztor
Convention
Jo Good (Delegate Coordi-
nation)
Frank Leonard
Photo, Publications
Tour Office
Ernie Minor (Scheduling)
Pat Hutar (Women, Volunteers)
Ann Armstrong
In addition, the top-level managers of the Re-election Committee
are in frequent contact with Tom Evans and Ann Armstrong on
general matters relating to the campaign.
CONFIDENTIAL
Organiz charts of cwc
knc