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This file contains:
From Strachan for "The Record" RE: Haldeman's meeding with Dailey, Joanou, and Taylor on June 2 on campaign advertising. List of campaign slogans with Strachan's notes attached. 6 pgs. [Subject: Campaign] [Memo], 6/12/1972
Handwritten notes chronicling the major points of a meeting involving Dailey, Joanou, and Taylor revolving around campaign advertising. 8 pgs. [Subject: Campaign] [Other Document], 6/2/1972
From Strachan for "The Record" RE: Haldeman's meeting with Dailey, Joanou, and Taylor on June 2 on campaign advertising. Handwritten notes added by Higby. 5 pgs. [Subject: Campaign] [Memo], 6/12/1972
Document titled "Position Paper: The 1972 Campaign." 9 pgs. [Subject: Campaign] [Report], 4/18/1972
Document titled "Advertising Strategy." 6 pgs. [Subject: Campaign] [Report], 4/18/1972
From Strachan for "The Record" RE: Dailey's meeting with Strachan on campaign advertising. 3 pgs. [Subject: Campaign] [Memo], 1/12/1972
From Strachan for "The Record" laying out the important points of a campaign advertising meeting involving Haldeman, Cliff Miller, and Dailey. Handwritten notes added by unknown. Duplicate attached. 8 pgs. [Subject: Campaign] [Memo], 10/30/1971
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WHSF: Contested, 46-10
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26146298
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WHSF: Contested, 46-10
description
This file contains:
From Strachan for "The Record" RE: Haldeman's meeding with Dailey, Joanou, and Taylor on June 2 on campaign advertising. List of campaign slogans with Strachan's notes attached. 6 pgs. [Subject: Campaign] [Memo], 6/12/1972
Handwritten notes chronicling the major points of a meeting involving Dailey, Joanou, and Taylor revolving around campaign advertising. 8 pgs. [Subject: Campaign] [Other Document], 6/2/1972
From Strachan for "The Record" RE: Haldeman's meeting with Dailey, Joanou, and Taylor on June 2 on campaign advertising. Handwritten notes added by Higby. 5 pgs. [Subject: Campaign] [Memo], 6/12/1972
Document titled "Position Paper: The 1972 Campaign." 9 pgs. [Subject: Campaign] [Report], 4/18/1972
Document titled "Advertising Strategy." 6 pgs. [Subject: Campaign] [Report], 4/18/1972
From Strachan for "The Record" RE: Dailey's meeting with Strachan on campaign advertising. 3 pgs. [Subject: Campaign] [Memo], 1/12/1972
From Strachan for "The Record" laying out the important points of a campaign advertising meeting involving Haldeman, Cliff Miller, and Dailey. Handwritten notes added by unknown. Duplicate attached. 8 pgs. [Subject: Campaign] [Memo], 10/30/1971
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Richard M. Nixon's Returned Materials Collection
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Richard Nixon Presidential Library
Contested Materials Collection
Folder List
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
46
10
6/12/1972
Campaign
Memo
From Strachan for "The Record" RE:
Haldeman's meeding with Dailey, Joanou,
and Taylor on June 2 on campaign
advertising. List of campaign slogans with
Strachan's notes attached. 6 pgs.
46
10
6/2/1972
Campaign
Other Document
Handwritten notes chronicling the major
points of a meeting involving Dailey,
Joanou, and Taylor revolving around
campaign advertising. 8 pgs.
46
10
6/12/1972
Campaign
Memo
From Strachan for "The Record" RE:
Haldeman's meeting with Dailey, Joanou,
and Taylor on June 2 on campaign
advertising. Handwritten notes added by
Higby. 5 pgs.
46
10
4/18/1972
Campaign
Report
Document titled "Position Paper: The 1972
Campaign." 9 pgs.
46
10
4/18/1972
Campaign
Report
Document titled "Advertising Strategy." 6
pgs.
46
10
1/12/1972
Campaign
Memo
From Strachan for "The Record" RE:
Dailey's meeting with Strachan on campaign
advertising. 3 pgs.
Monday, March 19, 2012
Page 1 of 2
Box Number
Folder Number
Document Date
No Date
Subject
Document Type
Document Description
46
10
10/30/1971
Campaign
Memo
From Strachan for "The Record" laying out
the important points of a campaign
advertising meeting involving Haldeman,
Cliff Miller, and Dailey. Handwritten notes
added by unknown. Duplicate attached. 8
pgs.
Monday, March 19, 2012
Page 2 of 2
Item
THE WHITE HOUSE
WASHINGTON
ADMINISTRATIVELY CONFIDENTIAL
June 12, 1972
MEMORANDUM FOR:
THE RECORD
FROM:
GORDON STRACHAN
G
SUBJECT:
Haldeman Meeting with
Peter Dailey, Phil Joanou,
Bob Taylor on June 2
At 11:30 on June 2 Bob met with the three top men from the
November Group (Dailey, Joanou and Taylor) for a two hour
discussion of the status of the campaign advertising and
the documentary.
Dailey opened the meeting by informing Bob that the November
Group now consisted of 25 advertising people based in New
York with 5 here in the District. Dailey mentioned that the
November Group had established its advertising and organi-
zational credibility within the campaign and that in his
opinion his relationship was smooth and amicable.
Dailey mentioned that he planned to control finances on a
week by week basis as well as to challenge the developing
interpretation of the law that requires the candidate's
image and voice in the advertising. Dailey said this was
their only hang-up with the law at the moment.
Phil Joanou turned the meeting over to Taylor to begin
discussion of the creative strategy. Bob had read the
creative strategy statement and had been through the large
black book outlining their approach. Taylor made the
following points:
1) The President is a man of action;
2) He has long-range vision and a master plan;
3) The President is a man who inherited a mess in 1968;
4) He has courage, decisiveness and dedication;
- 2 -
5) Issues -- Taylor posed the issue of whether the
campaign should be run as a "man campaign" or whether as
an "issue campaign". Bob indicated that he inclines toward
the "man campaign" but believes that the issues should be
used to sell a man. He does not believe you can get points
only on the merits of the issues.
Most ads will not usually involve the President, rather people
will be used to tell the President's story.
Bob also emphasized that the advertising men should not worry
much about selling the President as a warm, lovable human being
as this has been tried before, generally unsuccessfully.
Rather use China trip pictures and don't become obsessed with
personal profiles.
Bob also likes the use of video tape rather than film to give
an appearance of immediacy. Dailey agreed.
The discussion shifted to the basic theme line for the campaign.
Nine alternatives were offered. They are:
1) Re-elect the President. . Bob mentioned that all the
news referrals are to President Nixon which prompted Dailey
to mention the second slogan,
2) Re-elect President Nixon. The third is,
3) It's Got to be Nixon. The fourth is,
4) President Nixon - He's Turned It Around. Bob was
somewhat positive on this one.
5) Keep It Going, Re-Elect the President. Bob opposed
this one because the opposition would use inflation, the War,
etc., because "it" is too easily used against us. The sixth
suggestion was,
6) President Nixon - Help Him Finish the Job
7) For America's Future Re-Elect the President, while
the eighth was
8) America Needs Nixon or America Needs President Nixon.
Bob believes these are too standard as campaign themes. The
ninth suggestion was
- 3 -
9) President Nixon - Now More Than Ever which can be
abbreviated to Nixon Now. Bob thought these slogans were
good and should be considered the top candidate.
Taylor next reviewed the research on the campaign theme
which was somewhat indecisive.
Taylor then shifted to the 60-second TV ads which he showed
on boards. The first concerned China and Bob's comments
were that:
1) These should be no toast to Mao picture;
2) There should be no picture of drink or toasting
with Chou;
3) And there should be no troop review. Rather, the
President's handshake with Chou should be emphasized along
with the great differences between the countries. Also,
footage of the President hard at work.
The second ad concerned 1968 problems which Haldeman thought
was good.
The discussion shifted to the advantage of 60-seconds, and
Dailey mentioned that both networks are pushing the candi-
dates toward 5-minute spots because there is an outstanding
rate that the networks are preparing for this type of spot.
Dailey is not too happy about the 5-minute spots because
the issues become rather boring. In any event, Dailey will
have both 30-seconds and ID spots in reserve for use should
the negotiations with the networks over the 60s and 5-minute
spots change. Bob agreed with Dailey that for the 5-minute
spots it would be better to use existing footage and edit it
rather than try to create footage. For example, on the
environment a 5-minute spot could open with Ruckelshaus, cut
to existing Nixon footage with Ruckelshaus' voice over, and
then Ruckelshaus close.
The next ad concerned bureaucracy. Bob suggested that they
might want to use the community disaster like the L.A. earth-
quake as well as the West Virginia mine disaster as an example
of how the President has streamlined Government. Bob also
suggested that on the bureaucracy subject, there would be
- 4 -
pretty good chance that Connally would be available after
the Democratic Convention to do commercials and discuss
his role on the Ash Commission.
On the Older American ad, Bob suggested that they drop the
language on "take off fixed incomes" as this would scare
older Americans.
On the Vietnam ad using the chart of troops in Vietnam, Bob
thought that the President's Inauguration should be made
more obvious and that the years should be added at the
bottom to emphasize the increase in troops pre-RN.
The negative ads on McGovern were considered very effective
by Bob. The back and forth routine on amnesty, abortion and
pot were particularly effective. Bob suggested that other
negative ads might want to include McGovern's voice as well
as other Democratic comments on McGovern. He thought an
especially effective spokesman would be a non-candidate's
voice like Mansfield.
Generally, Bob thought the types of ads presented were fine
and that they make the points necessary. Bob directed Dailey
to develop a program to utilize the "Nixon Now" chant for
possible use in rallies.
Bob also suggested that Dailey obtain some footage of the
Polish reception for advertisements in the Chicago area.
Although Bob was aware that Chapin did not want to discuss
the documentary, Bob asked Chapin to join the group as he
wanted to cover the notes that he had made on the documentary
materials submitted by Chapin. It was Bob's view that the
documentary on Pat Nixon was good, but suggested that there
be more footage of the President and Mrs. Nixon together to
emphasize the partnership point. He also questioned whether
the suggested interview with Mrs. Nixon would be as effective
as with a third party who could say better things about her.
Concerning The Presidential Years documentary, Bob thought
that the theme of a man of thought and planning was too passive
and suggested instead the use of courage and leadership, etc.,
to stimulate interest.
- 5 -
Concerning the Keogh script, the discussion of the war
should make the point that the number of troops was
escalating until Richard Nixon became President. The
emphasis must be that Vietnam could have been much worse
and that they may want to pick up the line that he would
be a great President but couldn't get elected, so as to
drop the "loser" language.
As to the roadblocks, Bob told him that he didn't think
they should use the President alone in frustration because
it makes him look ineffective. Instead, use the signing
ceremony for the eighteen year old vote. There is some
excellent footage of a Mexican girl crying that should be
used. 'He also thought that footage of the phone call to
the Moon was better than the footage of the President
greeting the astronauts. More emphasis should be placed
on the vision aspect, that is, so much remains to be done
and the continuing challenges, instead of failure, frus-
tration and disappointment. SALT should be used not as a
solution but as a start.
Concerning the documentary, Portrait of a Man, Bob originally
thought that it was a bad idea to use anecdotes, insights or
reminiscences, but as he read the script he was coming around
more to accept that theory. Dwight made the argument that
we should at least try a long-term, Paul Keyes-type interview
with the President on film as it would be worth the risk and
was part of Wolper's suggestion. Bob indicated that it might
be possible to do this with the President before the trip to
California or out in California.
The meeting concluded at 1:30, and after they had left Bob
mentioned to me that he did not want to show all the adver-
tising to the Ehrlichman political group now but rather
wait until further down the line. At that point he would
plan on telling them what the campaign advertising is to
be and just as a final check against any giant negatives
that had not been thought of.
Polling may 26-28
Top
Middle
Bottom
President Nixon.
Help Him Finish the Job
49%
29%
21%
President Nixon.
Now More Than Ever
29
48
23
For Americas Future.
Re-elect the President
28
50
22
Keep it Going.
Re-elect the President
27
46
27
America Needs President Nixon
24
51
24
President Nixon.
He's Turned it Around
21
18
61
Loser Its Gotta Be Nixon
14
44
42
6/2
Dailey, Joanoce, Taylor
1130
30 in n.y. + all on board; 5in DC, 25in ny
muller- fenancial, Treas of Youngr Rue
advertising + organ credibility unpd
1 Proe w/ bottom line price requires
Conds image + voice - proe -
- Proe ul interp of laui only
can control hangup finances we by we
Phil Joanere:
Begin el creative stategy + leave
el H written book on th
1) P man of action
2) Long range vision - maler play
3) P-as man inhented mess of 68
4) courage, devisiveness + deed
- s) Issues- -
Creative
- H inclines to mon comp not
shotegy
issue comp, but use somes
memeral
it's comments
as selling man. cant get
pts issues. only on ments of the
- Basically ads not use involve P.
H - So probal don't buy experine
time for P; rather use people te tell storp,
H:3) Don't wony much on selling
P as warm locable human
being E cent do it,
- use Ohina trip pic's;
- can't be obsessed ul pers
profiles
H 4) Use tope not film for
Basic Theme immediacy line Problem:
Prol of defining a "comp theme"
1
Re - leet the P
H comment all new at
referral to P Nixon
N
Re- Elect P never
3
It's gotta be nixen
H- positive
4
P Misen
He's turned t around,
H-orpos H- - oppos
5
cowdreally
Re - Elect the P.
Keep t going
ream is
6
P n
Help him Dinish the joe
C
For americs Future
Tonday
Re - Elect the P.
8
am needs resen
or
am need P. Run
Hit's
too condult good
9
P nixen
niam Noce
now more than ever
Research on Comp theme:
200 in Cal, 200 in Ill
Each resp asled ronded 1-8
Seeking addit words for Help him
Renish the joe + don't change howes
Rationalization Rer people whe didn't
vote for R n before to admit
errors
Gaseis
Ads
H
I no toost to Mao
2
no chenles, toast w/ Chere
China
3
no troop review -
rather use P. mty
\ Great differences bet,
countries but must
tall about the defference
- peratage of P hard at wall
68 Prolis
H- Good, serend beh annower
him etc, ,
Don't want to use CO 30s +
10s but in reserve
60's + 5 mins) e a great rate
Big
Dailey-not too happy beel
Fight bore ssues
5 mins - must use footage se
edet to it rother than create t,
Enverion:
Open ul Ruck cut to
Rn feotage, Ruel voice
over then Ruca close
Cand's Image + Voice must appear
visibly but not during full commidal
ad
Bureac ao-
-P nixon streamlined Gou, OK
H - maybe use community
dearster each LA Earthquide
5 min of Conn on Bureau
Pil ash Comm - good spoice
Conn - best Sun by will
margin - after Dem Conven
avail & may de commercal,
ad
Older am + Rising Prices
H Don't use Take off fixed
incomes - score celler
V vn ad -
Cause of peace among nations
Troops inv n down
H - more obvieres - RA innorgul
H - pop on years to emplosize pre-Rn,
negative ass
1 picture of me G - Plipping
Very bail + porta
Effective amnesty, abortion, Pot
2 we have people taping everything
2
H - use me G own vaice.
- anti Dem comments on
me G
- get etc. non - cands (mans,
Type of ass - OIL
It -straighe & male point
Dailey - reac to slegan + Jmanuis gerlt's
H - more possil
nison new
comments,
It - how you program
ant when he enters, etc,
Footage of Polish Rootine
for aas + chi,
6/2
Documentaries - Orapinjoins G,H, Taylor Joanga Daily
H wonts to cover notes derectly
the understands DC reseu.
It - Pat Nixen one - in good
shape on
- should be more Pootage
of Rn + Pn together as
a partnership,
- were interview w/ P.N as
effec as u/ 3P who could
H - P teal Years:
say better things about her
minir ?- theme: man of
thought, etc, planning
H - must use courage,
bodership ete- - to
stemulate.
H - Keoga ship
tolls of war, must
male point of twops
until Rn beel P.
increase + escalating
-meest emphas VA werse
-Say he would be a
great P but can't yet elected
drop loser.
Roadller ? - don't show
RN alone in prustiation
leel male him look
- use neffee roadl locks og/
the appos,
Issue Point
- Drop Hungert Poverty
- Bureac visuals - -reduced
pers taxes + increased
corp taxes + we accent
won this
Signing Ceremony - mex
Phone call te mean letter
girl crying Spectacular
than P greeting Cestren
Vision:
so much remains to be done
Continueng challenges,
not failure, frush &
SALT desapp - not solution but
a start
Portrait of A man
H reminies Orienls a bad idea by Insights)
-So show Prasp not history
H *Galone
needat shore E grp the ad now
rather wait until purther deen
line; Oen tell them what
we're doing just before locked
so pony grant negatives not
-worl on cant of Neren new
theright of we can stop
mty
ADMINISTRATIVELY CONFIDENTIAL
File
June 12, 1972
MEMORANDUM FOR:
THE RECORD
FROM:
GORDON STRACHAN
SUBJECT:
Haldeman Meeting with
Peter Dailey, Phil Joanou,
Bob Taylor on June 2
At 11:30 on June 2 Bob met with the three top men from the
November Group (Dailey, Joanou and Taylor) for a two hour
discussion of the status of the campaign advertising and
the documentary.
Dailey opened the meeting by informing Bob that the November
Group now consisted of 25 advertising people based in New
York with 5 here in the District. Dailey mentioned that the
November Group had established its advertising and organi=
zational credibility within the campaign and that in his
opinion his relationship was smooth and amicable.
Dailey mentioned that he planned to control finances on a
week by week basis as well as to challenge the developing
interpretation of the law that requires the candidate's
image and voice in the advertising. Dailey said this was
their only hang-up with the law at the moment.
Phil Joanou turned the meeting over to Taylor to begin
discussion of the creative strategy. Bob had read the
creative strategy statement and had been through the large
black book outlining their approach. Taylor malle the
following points:
1) The President is a man of action;
2) He has long-range vision and a master plan;
3) The President is a man who inherited a mess in 1968,
4) He has courage, decisiveness and dedecation;
- 2 -
5) Issues - Taylor posed the issue of whether the
campaign should be run as a "man campaign" or whether as
an "issue campaign". Bob indicated that he inclines toward
the "man campaign" but believes that the issues should be
used to sell a man. He does not believe you can get points
only on the merits of the issues.
Most ads will not usually involve the President, rather people
will be used to tell the President's story.
Bob also emphasized that the advertising men should not worry
much about selling the President as a warm, lovable human being
as this has been tried before, generally unsuccessfully.
Rather use China trip pictures and don't become obsessed with
personal profiles.
Bob also likes the use of video tape rather than film to give
an appearance of immediacy. Dailey agreed.
The discussion shifted to the basic theme line for the campaign.
Nine alternatives were offered. They are:
1) Re-elect the President. Bob mentioned that all the
news referrals are to President Nixon which prompted Dailey
to mention the second slogan,
2) Re-elect President Nixon. The third is,
3) It's Got to be Nixon. The fourth is,
4) President Nixon - He's Turned It Around. Bob was
somewhat positive on this one.
5) Keep It Going, Re-Elect the President. Bob opposed
this one because the opposition would use inflation, the War,
etc., because "it" is too easily used against us. The sixth
suggestion was,
6) President Nixon - Help Him Finish the Job
7) For America's Future Re-Elect the President, while
the eighth was
8) AmericanNeeds Nixon or AmericanNeeds President Nixon.
Bob believes these are too standard as campaign themes. The
ninth suggestion was
- 3 -
9) President Nixon - Now More Than Ever which can be
abbreviated to Nixon Now. Bob thought these slogans were
good and should be considered the top candidate.
Taylor next reviewed the research on the campaign theme
which was somewhat indecisive.
Taylor then shifted to the 60-second TV ads which he showed
on boards. The first concerned China and Bob's comments
were that:
1) These should be no toast to Mao picture;
2) There should be no picture of drink or toasting
with Chou,
3) And there should be no troop review. Rather, the
President's handshake with Chou should be emphasized along
with the great differences between the countries. Also,
footage of the President hard at work.
The second ad concerned 1968 problems which Haldeman thought
was good.
The discussion shifted to the advantage of 60-seconds# and
Dailey mentioned that both networks are pushing the candi-
dates toward 5-minute spots because there is an outstanding
rate that the networks are preparing for this type of ppot.
Dailey is not too happy about the 5-minute spots because
the issues become rather boring. In any event, Dailey will
have both 30-seconds' and ID spots in reserve for use should
the negotiations with the networks over the 60s and 5-minute
spots change. Bob agreed with Dailey that for the 5-minute
spots it would be better to use existing footage and edit it
rather than try to create footage. For example, on the
environment a 5-minute spot could open with Ruckelshaus, cut
to existing Nixon footage with Ruckelshaus' voice over, and
then Ruckelshaus close.
The next ad concerned bureaucracy. Bob suggested that they
might want to use the community disaster like the L.A. earth-
quake as well as the West Virginia mine disaster as an example
of how the President has streamlined Government. Bob also
suggested that on the bureaucracy subject, there would be
- 4 -
ME,
pretty good chance that Connally would be available after
the Democratic Convention to do commercials and discuss
his role on the Ash Commission.
On the Older American ad, Bob suggested that they drop the
language on ""take-off fixed incomes" as this would scare
older Americans.
On the Vietnam ad using the chart of troops in Vietnam, Bob
thought that the President's Inauguration should be made
more obvious and that the years should be added at the
bottom to emphasize the increase in troops pre-RN.
elething
The negative ads on McGovern were considered very effective
by Bob. The back and forth routine on amnesty, abortion and
pot were particularly effective. Bob suggested that other
negative ads might want to include McGovern's voice as well
as other Democratic comments on McGovern. He thought an
done
especially effective spokesman would be a non-candidate's
voice like Mansfield.
Generally, Bob thought the types of ads presented were fine
and that they make the points necessary. Bob directed Dailey
to develop a program to utilize the "Nixon Now" chant for
possible use in rallies.
Bob also suggested that Dailey obtain some footage of the
Polish reception for advertisements in the Chicago area.
Although Bob was aware that Chapin did not want to discuss
the documentary, Bob asked Chapin to join the group as he
wanted to cover the notes that he had made on the documentary
materials submitted by Chapin. It was Bob's view that the
documentary on Pat Nixon was good, but suggested that there
be more footage of the President and Mrs. Nixon together to
emphasize the partnership point. He also questioned whether
the suggested interview with Mrs. Nixon would be as effective
as with a third party who could say better things about her.
Concerning The Presidential Years documentary, Bob thought
that the theme of a man of thought and planning was too passive
and suggested instead the use of courage and leadership, etc.,
to stimulate interest.
- 5 -
Concerning the Keogh script, the discussion of the war
should make the point that the number of troops was
escalating until Richard Nixon became President. The
emphasis must be that Vietnam could have been much worse
and that they may want to pick up the line that he would
be a great President but couldn't get elected, so as to
drop the "loser" language.
As to the roadblocks, Bob told him that he didn't think
they should use the President alone in frustration because
it makes him look ineffective. Instead, use the signing
ceremony for the eighteen year old vote. There is some
excellent footage of a Mexican girl crying that should be
used. He also thought that footage of the phone call to
the Moon was better than the footage of the President
greeting the astronauts. More emphasis should be placed
on the vision aspect, that is, so much remains to be done
and the continuing challenges, instead of failure, frus-
tration and disappointment. SALT should be used not as a
solution but as a start.
Concerning the documentary, Portrait of a Man, Bob originally
thought that it was abhad idea to use anecdotes, insights or
reminiscences, but as he read the script he was coming around
more to accept that theory. Dwight made the argument that
we should at least try a long-term, Paul Keyes-type interview
with the President on film as it would be worth the risk and
was part of Wolper's suggestion. Bob indicated that it might
be possible to do this with the President before the trip to
California or out in California.
The meeting concluded at 1:30, and after they had left Bob
mentioned to me that he did not want to show all the adver-
tising to the Ehrlichman political group now but rather
wait until further down the line. At that point he would
plan on telling them what the campaign advertising is to
be and just as a final check against any giant negatives
that had not been thought of.
CONFIDENTIAL
POSITION PAPER
THE 1972 CAMPAIGN
April 18, 1972
CONF
I. Introduction
The purpose of this document is to set forth, for discussion
purposes, an analysis of the current situation in terms of
voter attitudes and perceptions, and from this to hypothesize
on the climate of the post-convention campaign.
It is important to put a point of view in writing at this stage,
in order to obtain agreement or disagreement on the tone and
style of the campaign.
We all recognize the risk inherent in basing political decisions
effecting tomorrow on research done yesterday. It is necessary
to construct what we think the opposition will do, in order to
determine what we should do. We should attempt to agree now on
a strategic thrust for the campaign, one that will be embodied
in speeches, administrative action, and paid communications.
Then we must subject this to constant review and constructive
criticisms in that it is eight months away from election as this
is written.
April 18, 1972
BACKGROUND
This evening we will present campaign and advertising strategy
statements for discussion. Prior to this, we will briefly
examine:
1. Who will vote.
2. What they think:
a) About issues.
b) About ability of candidates to handle issues.
c) About personal attributes, strengths, and
weaknesses.
From this, a strategy has been developed to shore up our areas of
weakness, and to capitalize on our strengths.
Who Will Vote
In 1972, an estimated 139.6 million Americans will be eligible to
vote. In 1968, 60.7% of those eligible voted. If this percentage
holds for 1972; 84.7 million people will vote, an increase of
11.7 million.
Using the reported voting behavior of the 1964 and 1968 elections,
voters will break down as follows: (see attached chart).
The Issues
Research indicates Americans believe the following is "most important
in deciding a Presidential vote":
1. Vietnam
2. Inflation/Economy
3. General Unrest
4. Unemployment
5. Environment/Taxes
6. Drugs
7. Race Relations/Crime
In ranking the candidates abilities to handle the issues, the
following was reported:
Vietnam
1) RN
2) M
3) K
Inflation
1) RN
2) M
3) K
General Unrest
1) K
2) M
3) RN
Unemployment
1) M
2) K
3) RN
Drugs
1) M
2) K
3) RN
Crime
1) M
2) K
3) RN
Taxes
1) M
2) K
3) RN
Racial Problems
1) K
2) M
3) RN
Environment
1) K
2) M
3) RN
CONFIDENTIAL
Personal Attributes
Voters perception of the President in certain personality areas is
reported as follows:
They view him as
Experienced
Trained
Informed
Competent
Safe
Conservative
He is not perceived as
Frank
Warm
Extroverted
Relaxed
Sense of Humor
In the following strategy discussion and presentation of materials,
use of this data is evident in recommendations to trade on our
strength, and shore up to wreck perceptions we have in certain
important issue areas where the record is good, but the message
doesn't seem to have gotten through.
The Campaign Thrust
In order to define a position for the President, and a direction for
the campaign, it is necessary to hypothesize on the direction the
campaign will take, the mood of the electorate and future issue
areas.
At this writing, we do not know who the Democratic candidate will
be. We can, however, outline the probable direction of attack.
Vietnam is still perceived to be a major issue by voters. It
could again be a pivotal factor. At this writing it is apparent
that the necessity of renewed bombing in the North has provided
the opposition with an issue. This may, however, be short term
and will depend upon events, and Presidential action over the
next few months.
Also, the opposition can attempt to capitalize on the mood of a
substantial portion of the electorate. This is a general feeling,
more than a specific issue area. It may be defined roughly as:
1. The country is in trouble.
2. Government isn't concerned or responsive.
3. Politicians don't care.
4. Things are too complicated.
5. The Government is not truthful.
6. "The people are fed up with Government. They think it
doesn't work. And they are right."
Specifically, these concerns may focus around and be expressed in
certain issue areas.
1. High and unfair taxation.
2. Lack of credibility, trust.
3. Waste, inefficiency in government.
4. Personal safety (related to crime and drugs).
5. Favoritism of "haves" over "have nots".
6. High Prices.
7. Jobs
8. The breakup of neighborhood schools.
From our point of view, there is danger in this sort of attack. The
President is perceived as being able to handle problems with inter-
national scope far more effectively than problems on the domestic scene.
Each of the Democratic candidates is perceived in varying degrees as
being able to handle the domestic problems in the United States more
effectively than the President. At present, this is our area of weak-
ness. Gallup, last fall, reported "public concern over economic
problems is greater today than at any time since the job-lean years of
the late 1930's". The Survey Research Center at the University of
Michigan reported the "trust level" had dropped from 70% in 1964 to
30% now.
If this is to be the climate of this election, if the opposition
directs its attack in the areas described, how should we stand?
Must we defend what is? We think not. The campaign objectives
should be to:
1. Take the initiative away from the opposition.
The President must not be put in the position of defending
the status quo. it was the President who said "The people
are fed up with the government. They think it doesn't
work. And they are right." While it is important to
recognize that many Americans feel alienated, it is also
important that they realize that the President is with them
on these issues. The President has long asked that taxes
be returned to the states, that the welfare mess be
straightened out, that a substantial reduction in govern-
ment waste be made. He has fought harder than any man for
a cleaner environment. Against crime and drugs. He is a
fighter against high prices and inflation. His programs
have created millions of new jobs. We must make the
President's position clear. Americans must be reminded
of this. And where results are' not forthcoming, they
must know whom to blame. We must attack Congress, the
unions, big business, and the balky bureaucrats who must
face up to reform. The people must clearly understand
and believe the President is on their side.
2. Inform the electorate of the President's accomplishments
and plans for the future.
In many areas, the President's record and achievements are
little understood or forgotten, particularly in the
domestic area. A major task of this campaign will be to
strengthen voter perception of this record.
The American people must be reminded constantly of three
things. How things were. How they are now. How things
are going to be. It is the Democrats' job to make people
forget this; it is our job to make them remember.
HOW THINGS WERE
People tend to forget 1969. Riots on the campuses. Crime in the
cities. Powderkegs in the ghettos. Backlash in the suburbs. Over
two hundred American dead each week in Vietnam. No concerted attack
on pollution. Overheated economy.
HOW THINGS ARE
The campus is quiet. An unfair draft is all but ended. Most
Americans are home from Vietnam. They say we spend too much on
defense, not enough at home. For the first time in 20 years we
CONT
IDENTIAL
CONFIDENTIAL
are spending more on human resources than for military purposes.
We are building toward a strong economy. Without war. Greater
integration has occurred. Without riots.
He has attacked the bureaucracy. He has opened opportunities
for women. For minorities. Never before has the fight
against crime and drug abuse been waged with greater intensity.
HOW THINGS ARE GOING TO BE
We must take the offensive. We must remind the electorate
that the President has done things where it was generally
believed that little could be done. But we can't stop there.
We must answer the question:
What kind of country is America going to become?
We must show vision
and hope. People must feel, and believe,
that things are getting better. That we are going to have peace
in Vietnam. That they can feel economically secure. That the
government is responsive to their cares, and needs, and worries.
That our air, rivers and streams will be cleaned and restored.
That the fight against crime will continue until all Americans
can walk the streets with safety. That every American will be
treated fairly and with justice; that we are not rolling back
the clock on equality.
Americans must believe Richard Nixon can accomplish this.
People look to the government for direction and solution. "Nations
need dreams, goals they seek in common, within which the smaller
dreams of individuals can guide thier personal lives."
The people must see the President as the best man to provide
America with peace, economic security, a sense of direction.
They must see him as a man not satisfied with the status quo,
with the way things are done. They must see his solutions as
the best solutions. They must understand his vision for America.
3. Concern and attention must be shifted to the domestic scene.
The President is the recognized master of foreign affairs.
He must now become perceived as master of the domestic scene.
We cannot allow the opposition to be perceived as being better
able to handle these problems. The President, over all other
candidates, is perceived as being the most experienced, the
best trained, the most informed, the most competent. We must
CONFIDENTIAL
trade on these strengths, and bring them to bear on the
domestic issues. This can be achieved without walking away
from the strong foreign policy record.
4. Strongly Counter the Opposition.
During the campaign, the opposition will certainly attempt to
out-promise the President, and to attack his record. These
promises and attacks must be strongly countered.
The question is how. The President is at his best when he
appears in an off-the-cuff question and answer situation.
He is good at outlining actions. He is the master of the bold,
imaginative stroke.
The President is not good when he becomes the attacker. The
President is quite often not his own best spokesman when
countering the opposition candidate.
It is recommended that the opposition. candidates' challenges
be strongly and immediately repudiated, not by the President,
but by key Administration officials. If the opposition attacks
the economy, the weakness of his position is pointed out by
Connally. If he provides an instant solution to Vietnam, Rogers
or Kissinger answer.
The President never gets down to the level of the opposition, nor
does the opposition ever get a chance in the ring on the Presidential
level.
Does this mean the President is not aggressive? That he does
not campaign strongly? NO. It simply keeps the President off
the defensive, so that he can campaign vigorously in a positive
manner. He is the man of action, of hope, and of vision. Where
he is obstructed by an unfriendly Congress denying the will of
the people, we must make this known. It is not a question of
getting this country moving again. America is moving in the
right direction. And it will move faster when obstructionists
decide to cooperate.
5. Conduct an Aggressive Campaign.
The merits of "taking the high, Presidential road" versus running
an aggressive campaign have been discussed. We take the view
that by following the proceeding broad direction, an aggressive
campaign can be run without the risk. If the President docs
CONFIDENTIAL
CONFIDENTIAL
not become the one who personally counters the opposition
candidate. He should be Presidentially aggressive on
issues, not on a personal basis.
6. In summary:
1) We must remind Americans of the enormous, almost
unsolvable problems we faced four years ago.
2) We must remind Americans of the great progress
that has been made.
3) We must provide Americans with a direction, a
hope for the future.
4) We must convince them that Richard Nixon is a
master of the domestic scene as well as foreign.
CONF
0011
ADVERTISING STRATEGY
April 18, 1972
What We Should Say
Our campaign for the President should do the following:
1. Present the President as an activist.
As a man who takes bold and decisive steps to get things done.
A man to be judged by his accomplishments, not his words.
2. Present the President as a man with long-range vision.
All of the President's accomplishments should be positioned
as part of an overall plan being implemented by the Presi-
dent for the betterment of all. Not sudden, expedient or
political deeds, but elements of a master plan that must
be continued.
3. Present the President as a man who inherited a mess.
Whenever possible, the public should be reminded of the sad
state of affairs that existed when the President took office,
contrasted with the relatively better situation that now
exists.
4. Present the President as a man with courage, decisiveness,
and dedication.
The President's personal attributes (not his personality)
should be emphasized through his deeds; i.e. the personal
committment needed to take the necessary steps.
5. Present the issues.
Radio, TV, and newspapers ads should be developed on specific
issues known to be important to prospective voters. We
should be careful not to feature only the issues that rank
high in importance, but also to feature issues which allow
us to tell a dramatic story of achievement. Some sample
issues which could be dramatised in separate commercials:
a) The economy. To cover unemployment, cost of living,
inflation, and taxes.
b) World Peace. To cover the President's trips to China
and Moscow, his nuclear agreements, etc.
c) Vietnam. To show how the President has withdrawn over
440,000 men from Vietnam, cut casualties and cut spending.
d) Drugs. To cover the President's agreement with Turkey
and France, the increased Custom's activity, the move
against the pushers (D.A.L.E.), the programs on
rehabilitation and education.
IDENTIAL
e) Crime. To show the President's accomplishments in
slowing down the crime rate and ending the riots and
disorders in our cities and on our campuses.
f) Environment. To cover the President's complete program
to fight air, water and noise pollution.
g) Older Americans. To cover the President's actions and
proposals aimed at insuring better health care, housing,
and increased benefits under Social Security.
These and many other issues not listed here, can be handled
separately in a series of commercials and ads. In general, we
should concentrate on real accomplishments, not Presidential
proposals, which are currently bogged down. However, if proposed
legislation is the most impressive part of our story, we should
feature that.
How We Should Say It.
Advertising for the President should involve a style, tone and
technique that will do the following:
1) Personalize the issues.
It is not always effective to present the issues by
publicizing the vast amounts of monies spent, or the
dozens of laws enacted, in regard to a particular issue.
Often, it is more meaningful to concentrate on a simple
personal presentation of one aspect of the President's
accomplishments. For instance, here are two facts
related to environment:
The President has asked Congress for more money
to build municipal waste water treatment facilities
and extend the Federal Water Quality Program to
cover all navigable waters.
The President has ruled that they are not going to
build a giant jetport smack in the middle of the
Everglades.
Without judging which fact is, in truth, most important, it is
easy to see which fact is more meaningful to the public when
presented in a commercial.
2) Limit the use of the President in Advertising.
There are four general types of commercials we could prepare:
a) Feature the President on-camera, lip-sync. in
general, we should not do this for two reasons;
CONFIDENTIAL
it runs the risk of over-exposing the President;
it positions the President as just another candidate
campaigning like mad.
b) Feature the President voice-over, and show film of
him in action. We believe the same two negatives
as above relate to this technique.
c) Use an announcer's voice-over and show film of the
President in action. This technique allows us to
show the President as an activist, use excerpts from
his speeches, and yet have an announcer tell the
basic story. We could not be accused of having the
President go into "hiding" and yet, the effect is of
a commercial that is for the President, not by the
President. The difference is important, especially
if we are concerned with giving the impression that
the President is spending too much time campaigning
and not enough time taking care of the country.
d) Use an announcer voice-over and not show the President.
In many cases, it might well be more effective to
present the President's accomplishments in a certain
area without ever showing him. For instance, a
commercial that dealt with the problems of what
rising food prices were doing to older Americans on
fixed incomes might be better told in story form,
featuring older Americans and not the President.
3) Humanize the President.
The President's personal qualities of compassion, humor and
informality should never be the subject of a commercial.
But by careful selection of footage, and careful wording of
a commercial message, we can emphasize these characteristics
in a subtle yet effective way.
For instance, in a commercial about aid to minorities, it is
much better to show the President in. deep and personal
conversation with an Indian than to show him in his office
signing a bill to aid Indians. With a smile, a nod, or a
gesture, he can show personal interest in the cause,
which is both believable and important to the viewer.
4) Maintain a Presidential "tone".
Throughout the campaign, the tone of our advertising should be
honest, direct, underplayed and believable. The President can
only suffer from bombast and exaggeration.
We should admit, in context, that crime and drugs still exist,
that inflation is still with us, and that the war is not
completely over. The American voting public can accept
CONFIDENTIAL
these facts - they know them anyway. They will appreciate
the frankness, especially when the great achievements in
these areas are pointed out.
A Presidential "tone" also implies a measure of dignity
and a quality that is above political rhetoric. Commer-
cials should be tasteful and thoughtful.
Alternate Campaigns
Two other methods of preparing commercials should be considered now
for use later in the campaign.
1) The Use of Surrogates.
It may be wise for us to plan commercials using the
various members of the President's team to speak for
him. The President's surrogates certainly have the
talent and the knowledge to present certain issues -
to discuss in detail the President's record and his
proposals for the future. This might be particularly
valuable when we are preparing 5-minute TV commercials.
2) Use the President On-camera.
Late in the campaign, it might well be advisable to use
the President on-camera, talking directly to the public.
This would be especially valuable if it becomes necessary
for him to clarify a position or to present a new and
positive program. Also, if the situation is not good in
the last few weeks of the campaign, some straight talk
directly from the President would be very powerful at
this stage. Far more powerful, in truth, than if we
had used him on-camera throughout the campaign.
Exhibit 1
1972 VOTING ESTIMATES - BY DEMOGRAPHIC GROUP
PERCENT. OF TOTAL "ACTUAL" VOTE ESTIMATED
35%
27%
48%
LESS THAN
SOME OR
Male
HIGH SCHOOL
GRAD. COLLEGE
GRAD
52%
HIGH SCHOOL GRAD
Female
38%
TOTAL ELECTORATE: 85 MILLION
SEX
EDUCATION
NEGRO
18-24
8%
53%
14%
55+
WHITE COLLAR
25-34
29%
19%
SERVICE
11%
5%
34%
92%
35-54
FARM
MANUAL
WHITE
38%
OCCUPATION
RACE
AGE
[Item Nati]
THE WHITE HOUSE
WASHINGTON
Administratively Confidential
January 12, 1972
MEMORANDUM FOR THE RECORD
FROM:
GORDON STRACHAN
G
SUBJECT:
Haldeman, Peter Dailey
Meeting - Campaign
Advertising
On January 12th Peter Dailey met with Mr. Haldeman to
bring him up to date on the status of the advertising
aspects of the Campaign since their last meeting of
October the 26th.
Dailey opened with a discussion of the difficulties he
has encountered in recruiting quality people to staff the
in-house ad agency. There are few Republicans on Madison
Avenue. However, he has identified two people to work as
creative directors, one from Ogilvie and another one from
J. Walter Thompson. The man from Ogilvie is an older, stable
fellow responsible for $50 to $60 million billing. Dailey
and Haldeman agreed that it would be better to have an older,
stable individual rather than a young "silver bullet" because
politics is a game of not making mistakes. As to the J. Walter
Thompson man, Bill Seibert, Haldeman thought he was sensational.
Haldeman discounted possible flak from J. Walter Thompson about
another man coming to the Administration. However, Haldeman
emphasized that he would not intervene with Schachte should
Seibert's departure become a problem. Dailey said he could
handle it.
As to people who served on the last Campaign, Dailey asked
whether there was any problem concerning Ailes or Scott.
Haldeman responded that Ailes was not that good as well as
being a problem to deal with. Rather, Haldeman suggested
that Dailey use Ailes to work for the RNC and local candidates,
but not directly for Dailey. There were two reasons for this.
The first concerns the fact that Ailes always wants to have
high level political input in addition to making a great deal
of money. He can best do this with local candidates. As to
Scott, Haldeman thought he was solid and dependable. Both
Haldeman and Dailey agreed that Ruth Jones probably should
not be fit in because the nature of the Campaign has changed
SO drastically.
-2-
Dailey emphasized his theme as being one of a low level,
low profile attempt to stay away from any big issues. Dailey
said "we shouldn't shoot any cannons now because we don't
know who the candidate will be". Haldeman agreed that the
effort should be very low profile and work should be
concentrated on direct mail, telephone and precinct
organization. However, Haldeman emphasized that Dailey
should explain to the locals the reason for this low key
strategy. Dailey responded that he planned to use local
agencies for placement, giving them a one to two percent
share of the commissions for placement.
Dailey raised one specific problem in terms of his staffing.
Dailey offered a man at a government agency more money than
he was currently making because Dailey had not been informed
of the rule. Dailey said he would cover this matter with
Magruder and Haldeman nodded acquiescence.
In two weeks Dailey will have all of the advertising
materials ready for review.
Dailey emphasized that it turned out to. be much tougher to
get the type of quality people he wanted than he had
expected. However, he did say he had received an excellent
fianacial control man from Bates. This man will prepare
a dail accounting as Dailey believes that the Campaign
advertising must be able to be shifted quickly to carefully
chosen markets.
Haldeman said he had no quarrel with the Dailey outline.
He thought the approach was exactly right and mentioned that
it would probably be a good idea to not use people from
the past Campaign because they have a tendency to push their
own ideas, instead of follwoing Dailey's guide. Mr. Haldeman
also emphasized that in light of the power of the incumbency,
we must make our case carefully. This will require a
complex timing and location of media expenditures.
Haldeman asked how Magruder and the entire Campaign operation
was doing. Dailey responded that he thought Magruder was
doing an excellent job in a very hard spot. Dailey pointed
out that he personally was receiving good input. Haldeman
also noted that Dailey should not be too concerned about
his staffing at this point because it is better to get the
good people organized correctly.
-3-
Concerning the documentary, Dailey assumed responsibility
for putting the project on hold because it was his opinion
that our "ducks were not in order". There was no agreement
on what we really wanted to do and had Wolper been given
a free hand the expenditures and quality control could have
gotten beyond our grasp. Haldeman agreed.
The meeting concluded after 20 minutes with personal references.
Dailey apparently informed Cliff Miller of the meeting just
prior to coming over to meet with Bob. Dailey asked Miller
to attend but Miller declined because of a prior commitment.
Miller talked with Dailey about the substance of the meeting
and was not concerned that he (Miller) had missed the
meeting.
Dailey
LR-
THE WHITE HOUSE
WASHINGTON
you puttais
October 30, 1971
Sailer
ADMINISTRATIVELY CONFIDENTIAL
Fill
MEMORANDUM FOR:
THE RECORD
FROM:
GORDON STRACHAN
SUBJECT:
Haldeman, Cliff Miller,
Peter Dailey meeting -
Campaign Advertising
On October 26, Peter Dailey, who had just been hired by
the Attorney General to be the Advertising Director for the
Campaign, and Cliff Miller met with Mr. Haldeman for one hour
to review difficulties in advertising from the '68 Campaign
and Bob Haldeman's views about advertising for the 1972
Campaign.
Cliff Miller opened the meeting by saying that his purpose
was to introduce Peter Dailey to all the "players" in the
middle level strategy group (Dick Moore, Harry Dent, Len
Garment, Jeb Magruder, Bob Marik, hopefully Dwight Chapin
and definitely Pat Buchanan).
Haldeman reviewed his understanding of the current status -
that there will be a "house agency; that it is Peter Dailey's
primary responsibility to build a working agency; that the agency
will be funded out of Committee funds for the time being but
that eventually the Agency will be fully funded from "earned
commissions.
Dailey raised the poing about the AAA attitude toward the house
agency rebates to clients, but both agreed that after discussion
with John Crichton that there would be no AAA opposition to this
arrangement by the Campaign though there would be some minor
legal problems. Miller mentioned the Ahmanson/Galaxie-IRS
problems but Haldeman discounted that as an obvious ploy and
reaffirmed his view that we would not flount the law.
Haldeman discussed Dailey's biggest job, that of staffing the
in house agency. He indicated that Dailey must establish rapport
with the AAAs and draw on specific talent pools. It is Haldeman's
understanding, confirmed by Peter Dailey, that the agencies would
"make persons available at the out of pocket cost" from the
donating agency. Dailey reviewed the anchor and loan program
that 1) establishes a list of agencies that really want to
-2-
make people available, and 2) that the AAAAs can send a
letter asking for people who are interested.
Haldeman emphasized that it would be Dailey's responsibility
to "look for who you want not for who wants to help us. He
emphasized that the three top jobs that Dailey should get are
1) a creative director; 2) a media director and 3) a TV director.
Each would then begin work on recruiting their own staffs.
Haldeman re-emphasized the importance of recruiting quality
people, SO that even Doyle Dane - though generally against
us - may have an individual that we want and will use.
Haldeman went on to say that the two qualifications for the
individuals would be a philosophical and political commitment
to our cause and then top quality individuals.
Haldeman said that we would have to avoid automatically the
turning to the people that have worked in previous Campaigns,
such as Ruth Jones to be media buyer and Newton to be a
consultant. He did not rule these people out but just urged
Dailey to be careful.
Haldeman directed Dailey to contact Len Garment about who
should be visited by Dailey at Fuller, Smith as well as all
other people involved in advertising in 1968.
Dailey said he is basically pursuing people which will give
him group security and good flexibility. Dailey also suggested
that he may keep the key spot as our people, but go outside
to contract individually for certain creative groups at
approximately 2-3%. He suggested going outside for these
groups because he is concerned about obtaining operational
level people who have worked together before. Dailey would
retain creative control at the top but use operational people
outside.
Haldeman agreed and suggested that it would probably be best
to have very few people in Washington. Only Dailey's immediate
group - not most of the advertising staff - would be located
here. This would not only be cheaper but would enable Dailey
to retain more effective control, by being the man in Washington.
Dailey emphasized his five goals: security, tight control,
fiscal responsibility, maximum flexibility, and return of
commissions.
Haldeman said the first thing we should get is a number one
business man to ride herd on money. This individual would be
Washington based and tough.
Miller suggested that "Campaign Associates" be revitalized but
Haldeman and Dailey urged the setting up of a separate corporation
independent from the Committee for the Re-Election of the
President which would incorporate in Washington or Delaware
depending on Dean's advice. It should be an innocuous name
such as "Communication Counsellors." The agency should not
be closely associated with the President; the association can
be done privately by momentos, tours, etc.
Haldeman emphasized that the biggest problem beside financial
control would be creative in-put. Other problems that Haldeman
emphasized Dailey would face include: the President is the
ultimate client who will develop a clear basic strategy, and
then as Dailey moves toward implementation he (The President)
will change his mind. However, there is a strong feeling
in the President's mind that certain themes should be used
in the Campaign.
Haldemah made the point that the President feels strongly that
he should not use TV spot ads at all. He might do 5 minute
mini documentaries, but as opposed to 20, 30 or 60 second
spots. He basically thinks that we should do very little
advertising.
Haldeman suggested the possibility of a conspicuous non-
advertising campaign. Miller emphasized this might correspond
with the basic strategy of having a non-campaign.
Haldeman, Dailey and Miller are all agreed that too much "ad
work" demeans the Office of the Presidency. Any advertising
should be non-Campaign, low key, though informative. What
is required is a subtle use of money.
Haldeman emphasized that the worst thing that we can do is to
put the President on a par with the other candidates. Miller
raised the problem that the thinking at 1701 is falling into
the cement of the bumper stickers/button syndrome. Haldeman
said that only the RNC should be involved in this classic
women - political troops - distribution of political junk
aspect of the campaign. The campaign must be kept separate from
the Office of the Presidency. Miller said this will take real
muscle.
Haldeman said that he would prefer to get people to wear flag
lapel pins instead of Nixon buttons SO that the emphasis would
be upon the Committee for the Re-Election of our President,
rather than the President. The emphasis in the campaign will
be peace, progress and prosperity and this should be personally
associated with our President. We have to stay away from the
"Old Dick Nixon" the campaigner.
-4-
Dailey emphasized that we can make the President a hero, but
Haldeman said that the people around the President can't see
him as a hero. These people must be made to realize that
millions of Americans have never seen any President of the
United States and he can appropriately become a hero.
Haldeman said that there is hero potential in the trips to
China and Moscow, because the networks are more interested
in these trips than in the moon landing, and now the Chinese
have agreed to ground station and satellite coverage so that
color events in the monring from 9-11 will be a prime time,
7 o'clock on the West coast and 10 o'clock on the East coast.
In the meantime, the Democrats will be sloshing around in
New Hampshire which is such an incredibly degrading place to
have to campaign.
Haldeman said that most of the campaign money should be put
into organizational work in precinct, stuffing mail boxes,
dragging voters to the polls rather than buying media time.
Dailey said what we need, however, is an instantaneous
controlled response to current events.
Dailey will join the staff full-time on December 1. He will
leave his family in Los Angeles, though take an apartment here.
Haldeman said that when you (Peter Dailey) get back here it
is "terribly important that you be included in everything -
all strategy stuff - and political meetings. 11
Miller said that advertising, research and PR would all be
included in the middle level strategy session.
Haldeman turned to GS and said that Peter Dailey should attend
any political meeting regardless of what it is and what it
relates to both at the Committee and here at the White House.
October 30, 1971
ADMINISTRATIVELY CONPIDENTIAL
MEMORANDUM FOR:
THE RECORD
FROM:
GORDON STRACHAN
SUBJECT:
Haldeman, Cliff Miller,
Peter Dailey meeting -
Campaign Advertising
On October 26, Peter Dailey, who had just been hired by
the Attorney General to be the Advertising Director for the
Campaign, and Cliff Miller met with Mr. Haldeman for one hour
to review difficulties in advertising from the '68 Campaign
and Bob Haldeman's views about advertising for the 1972
Campaign.
Cliff Miller opened the meeting by saying that his purpose
was to introduce Peter Dailey to all the "players" in the
middle level strategy group (Dick Moore, Harry Dent, Len
Garment, Jeb Magruder, Bob Marik, hopefully Dwight Chapin
and definitely Pat Buchanan).
Haldeman reviewed his understanding of the current status -
that there will be a "house agency; that it is Peter Dailey's
primary responsibility to build a working agency; that the agency
will be funded out of Committee funds for the time being but
that eventually the Agency will be fully funded from "earned
commissions.
Dailey raised the poing about the AAA attitude toward the house
agency rebates to clients, but both agreed that after discussion
with John Crichton that there would be no AAA opposition to this
arrangement by the Campaign though there would be some minor
legal problems. Miller mentioned the Ahmanson/Galaxie-IES
problems but Haldeman discounted that as an obvious ploy and
reaffirmed his view that we would not flount the law.
Haldeman discussed Dailey's biggest job, Ghat of staffing the
in house agency. lle indicated that Dailey must establish rapport
with the AAAs and draw on specific talent pools. It is Haldeman's
understanding, confirmed by Peter Dailey, that the agencies would
"make persons available at the out of pocket cost" from the
donating agency. Dailey reviewed the anchor and loan program
that 1) establishes a list of agencies that really want to
-2-
ake people available, and 2) that the AAAAs can send a
letter asking for people who are interested.
Haldeman emphasized that it would be Dailey's responsibility
to "look for who you want not for who wants to help us." He
emphasized that the three top jobs that Dailey should get are
1) a creative director; 2) a media director and 3) a TV director.
Each would then begin work on recruiting their own staffs.
Haldoman re-emphasized the importance of recruiting quality
people, so that even Doyle Dane - though generally against
us - may have an individual that we want and will use.
Haldeman went on to say that the two qualifications for the
individuals would be a philosophical and political commitment
to our cause and then top quality individuals.
Haldeman said that we would have to avoid automatically the
turning to the people that have worked in previous Campaigns,
such as Ruth Jones to be media buyer and Newton to be a
consultant. He did not rule these people out but just urged
Dailey to be careful.
Haldeman directed Dailey to contact Len Garment about who
should be visited by Dailey at Fuller, Smith as well as all
other people involved in advertising in 1968.
Dailey said he is basically pursuing people which will give
him group security and good flexibility. Dailey also suggested
that he may keep the key spot as our people, but go outside
to contract individually for certain creative groups at
approximately 2-38. He suggested going outside for these
groups because he is concerned about obaaining operational
level people who have worked together before. Dailey would
retain creative control at the top but use operational people
outside.
Haldeman agreed and suggested that it would probably be best
to have very few people in Washington. Only Dailey's immediate
group - not most of the advertising staff - would be located
here. This would not only be cheaper but would enable Dailey
to retain more effective control, by being the man in Washington.
Dailey emphasized his five goals: security, tight control,
fiscal responsibility, maximum flexibility, and return of
commissions.
Haldeman said the first thing we should get is a number one
business man to ride herd on money. This individual would be
Washington based and tough.
-3-
Miller suggested that "Campaign Associates" be revitalized but
Haldeman and Dailey urged the setting up of a separate corporation
independent from the Committee for the Re-Election of the
President which would incorporate in Washington or Delaware
depending on Dean's advice. It should be an innocuous name
such as "Communication Counsellors." The agency should not
be closely aseociated with the President; the association can
be done privately by momentos, tours, etc.
Haldeman emphasized that the biggest problem beside financial
control would be creative in-put. Other problems that Haldeman
emphasized Dailey would face include: the President is the
ultimate client who will develop a clear basic strategy, and
then as Dailey moves toward implementation he (The President)
will change his mind. However, there is a strong feeling
in the President's mind that certain themes should be used
in the Campaign.
Haldeman made the point that the President feels strongly that
he should not use TV spot ads at all. He might do 5 minute
mini documentaries, but as opposed to 20, 30 or 60 second
spots. He basically thinks that we should do very little
advertising.
Haldeman suggested the possibility of a conspicuous non-
advertising campaign. Miller emphasized this might correspond
with the basic strategy of having a non-campaign.
Haldeman, Dailey and Miller are all agreed that too much "ad
work" demeans the Office of the Presidency. Any advertising
should be non-Campaign, low key, though informative. What
is required is a subtle use of money.
Haldeman emphasized that the worst thing that we can do is to
put the President on a par with the other candidates. Miller
raised the problem that the thinglaggat 1701 is falling into
the cement of the bumper stickers/button syndrome. Haldeman
said that only the RNC should be involved in this classic
women - political troops - distribution of political junk
aspect of the campaign. The campaign must be kept separate from
the Office of the Presidency. Miller said this will take real
muscle.
Haldeman said that he would prefer to get people to wear flag
lapel pins instead of Nixon buttons so that the emphasis would
be upon the Committee for the Re-Election of our President,
rather than the President. The emphasis in the campaign will
be peace, progress and prosperity and this should be personally
associated with our President. We have to stay away from the
"Old Dick Nixon" the campaigner.
-4-
Dailey emphasized that we can make the President a hero, but
Haldeman said that the people around the President can't see
him as a hero. These people must be made to realize that
millions of Americans have never seen any President of the
United States and he can appropriately become a hero.
Haldeman safed that there is hero potential in the trips to
China and Moscow, because the networks are more interested
in these trive than in the moon landing, and now the Chinese
have Byseed in ground station and satellite coverage so that
color events in the monring from 9-11 will be a prime time,
7 d'clock on the West coast and 10 o'clock on the East coast.
In the meantime, the Democrats will be sloshing around in
New Hanpshire which is such an incredibly degrading place to
have to campaign.
Haldoman said that most of the campaign money should be put
into organizational work in precinct, stuffing mail boxes,
dragging voters to the polls rather than buying media time.
Dailey skid what we need, ohowever, is an instantaneous
controlled response to current events.
Dailey will join the staff full-time on December 1. He will
leave his family in Los Angeles, though take an apartment here.
Haldeman said that when you (Peter Dailey) get back here it
is "terribly important that you be included in everything -
all strategy stuff - and political meetings."
Miller said that advertising, research and PR would all be
included in the middle level strategy session.
Haldeman turned to GS and said that Peter Dailey should attend
any political meeting regardless of what it is and what it
relates to both at the Committee and here at the White House.
GS:elr
FU - Dec. 1 - Peter Dailey with CC of this memo.