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1984 Campaign Advertising (1)
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1984 Campaign Advertising (1)
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Ronald Reagan Presidential Library
Digital Library Collections
This is a PDF of a folder from our textual collections.
Collection: Deaver, Michael: Files
Folder Title: 1984 Campaign Advertising (1)
Box: 67
To see more digitized collections
visit: https://reaganlibrary.gov/archives/digital-library
To see all Ronald Reagan Presidential Library inventories visit:
https://reaganlibrary.gov/document-collection
Contact a reference archivist at: [email protected]
Citation Guidelines: https://reaganlibrary.gov/citing
National Archives Catalogue: https://catalog.archives.gov/
THE WHITE HOUSE
file
WASHINGTON
March 28, 1984
MEMORANDUM FOR
JIM BAKER
MIKE DEAVER
FROM:
MIKE McMANUS 21
SUBJECT:
Advertising Agency Plan
Attached is the Advertising Agency Plan and budget
for your review. The contract is presently being
finalized by Ron Robinson at the Reagan-Bush Committee.
It will include a cancellation provision, payment
on the basis of work actually completed, and will
conform to the attached budget. It will be available
for your review if you so request.
ADVERTISING AGENCY PLAN
It is proposed that a media consulting corporation
(the Corporation) be established to provide media consulting
and related services to the Reagan-Bush '84 Committee (the
Committee).
The Corporation, to be called the Tuesday Team, Inc.
will be an independent commercial corporation, with a legal
existence separate and distinct from the operations of the
Committee. The directors of the Corporation will be James D.
Travis of Della Femina, Travisano & Partners, Inc., Walter A.
Carey Jr., of Leber, Katz Partners and Glenn J. Sedam Jr., an
attorney in Washington, D.C. Mr. Travis will be the President
and CEO of the Corporation; Mr. Carey will be the Executive
Vice President and Treasurer of the Corporation, and Mr. Sedam
will be the Secretary. The Corporation will hire and retain
further officers, employees, staff and administrative support.
None of the principals of the Corporation will hold any staff
position with the Committee.
The Committee, through arms-length negotiations with
the Corporation will enter into a contract with the Corporation
to retain the Corporation to consult with the Committee
regarding media strategy, and to create and furnish all media
related services.
The Corporation will not be required to devote its
full efforts to the Committee and will probably have other
campaign contracts (e.g. the RNC for convention related media
and docmentary) and other candidates; and contracts with
business entities. The Committee will have no interest in
these other contracts.
Roger Ailes will be hired as a consultant to the
Committee and Jim Lake. He will provide political/advertising
liaison and oversight with the Corporation's creative process.
He has agreed to give us two days a week and to be available on
call for a third if we need him. Roger will be a part of the
political strategy group as defined by Baker, Deaver and
Rollins and will coordinate the communications of the strategy
to the creative people. He will also help keep track of
production and media costs and schedules.
Ed Rollins has suggested that the total advertising
budget will be approximately $25 million with $3.5 million in
the primary an $21.5 in the general. He has also suggested the
-2-
need for approxiomately 35 ads to be produced. Based on these
requirements, the Corporation budget would be approximately as
follows:
PAYROLL
Exec./Acct. Mgmt.
$ 370.2
Creative
355.0
Media
72.0
Administration, Accounting,
Research, Production
218.6
1,015.8
FACILITIES
266.5
MEDIA FEES
375.0
OPERATING EXPENSES
542.7
GRAND TOTAL
$ 2,200.0
PRODUCTION
$ 2,000.0
Based on these budget amounts, total payroll,
facilities and operating expenses amount to 10.6% of the media
time buy. This compares with 13.4% in 1972 and 8.7% in 1980
(1980 figures were for only three months of operation as
compared with seven months for 1984). Production costs of 9.6%
of the media time buy budget compare with 14.4% in 1972 and
15.9% in 1980. The savings in 1984 are due to using our high
caliber creative people as producers and by savings from
production houses willing to help at reduced proces. All of
these numbers are estimates and may change substantially
depending on additional requirements or changes which may be
necessary.
We have attached additional financial information and
a proposed contract between the campaign and the Corporation
for your review. Jim Lake and I will assume the continuing
responsibility to Baker and Deaver for this operation.
Based upon your review of the foregoing, may we
proceed to set up the Tuesday Team and announce the agency.
Approve
Disapprove
March 26, 1984
REAGAN-BUSH '84
ADVERTISING AGENCY
BUDGET RECAP
($000)
PAYROLL
Exec./Acct. Mgmt.
$ 370.2
Creative
355.0
Media
72.0
Administration, Accounting,
Research, Production
218.6
1,015.8
FACILITIES
266.5
MEDIA FEES
375.0
OPERATING EXPENSES
542.7
GRAND TOTAL
$ 2,200.0
10.6%
PRODUCTION
$
2,000.0
9.6%
-1-
3/26/84
REAGAN-BUSH '84
MEDIA FEES
PLANNING/BUYING
($000)
APR
MAY
JUNE
JULY
AUG
SEPT
OCT
NOV
TOTAL
MEDIA FEES
$ 25.0
$ 75.0
$ 25.0
$25.0
$25.0
$ 100.0
$ 100.0
---
$ 375.0
-6- -
3/26/84
REAGAN-BUSH '84
FACILITY EXPENSES
($000)
MAY
JUNE
JULY
AUG
SEPT
OCT
NOV
TOTAL
APR
NYC OFFICE*
$ 25.0
$ 25.0
$ 25.0
$ 25.0
$ 25.0
$ 25.0
$ 25.0
$ 25.0
$ 200.0
FURN. RENTAL
3.0
3.0
3.0
3.0
3.0
3.0
3.0
--
21.0
42.0
APARTMENTS**
6.0
6.0
6.0
6.0
6.0
6.0
6.0
--
NYC/WAS
AUTO LEASE
.5
.5
.5
.5
.5
.5
.5
--
3.5
WAS
$ 34.5
$ 34.5
$ 34.5
$ 34.5
$ 34.5
$ 34.5
$ 34.5
$ 25.0
TOTAL $ 266.5
* 10,000 sq. ft. @ $30/foot
** $4,000/mo. - NYC
2,000/mo. - WAS
-7-
OPERATING EXPENSES
( $000 )
APRIL
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
TOTAL
LOCAL TRAVEL
$ 1.6
$ 1.6
$ 1.6
$ 1.6
$.1.6
$ 1.6
$ 1.6
$ .8
$ 12.0
O-T-T
16.3
16.5
16.5
16.5
16.5
16.4
16.3
115.0
HOTEL, ENT.
10.0
15.0
15.0
15.0
10.0
15.0
10.0
90.0
AUTO
1.5
1.5
1.5
1.4
1.4
1.4
1.3
10.0
TELEPHONE
6.4
7.4
6.4
7.4
6.4
7.4
6.6
48.0
POSTAGE
.5
.5
.6
.6
.6
.6
.6
4.0
SHIPPING
2.0
2.0
2.0
2.0
2.0
2.0
2.0
14.0
EQUIP. RENTAL
7.4
7.2
7.2
7.2
7.2
7.2
6.6
50.0
OFFICE E.P.
2.9
2.9
2.9
2.8
2.8
2.9
2.8
20.0
OFFICE MAINT.
.5
.5
.5
.5
.5
.5
.5
3.5
MOVING & STORAGE
.2
.3
.2
.3
.2
.3
.3
1.8
ART SUPPLIES
3.6
3.6
3.4
3.4
3.4
3.4
3.4
24.2
SUPPERS
2.0
2.0
2.0
2.0
4.0
4.0
4.0
20.0
INSURANCE
1.5
1.4
1.5
1.4
1.5
1.4
1.3
10.0
OUTSIDE RESEARCH
3.0
4.5
7.5
15.0
COMPETITIVE
3.0
3.0
3.0
3.0
3.0
3.0
2.0
20.0
LEGAL/CPA
2.0
1.0
2.0
5.0
TAXES
3.0
4.0
4.0
4.0
4.0
4.0
4.0
3.0
30.0
CONTINEENCY
7.1
7.1
7.1
7.2
7.2
7.2
7.3
50.2
TOTAL
$ 74.5
$ 81.0
$75.4
$ 77.3
$ 79.8
$ 78.3
$ 70.6
$ 5.8
$ 542.7
-8-
PRESERVATION COPY
3/26/84
REAGAN-BUSH '84
EQUIPMENT RENTAL
Monthly
Total
Total
Quantity
Description
Cost Each
Monthly Cost
# Mos.
Cost
2
3/4" Videotape Player
675
1350
7
$ 9,450
5
TV Monitor
412
2000
7
14,000
1
Telecopier
200
200
7
1,400
4
IBM Typewriter
75
300
7
2,100
3
Word Processor (Wang)
1395
7
9,765
2
Printer
(Wang)
1
Refrigerator
20
20
7
140
1
Xerox Machine (#1075)
1000
1000
8
8,000
1
IBM PC & Printer
575
575
8
4,600
PURCHASE 1 Shredder
545
TOTAL: $ 50,000
-9-
4 upi 03-30-84 06:30 pes
(1grafsub XXX distinguished executives" i picksup9thgraf: the
day-to-day clarifying ailes was in ' 68 nixon campaign)
By IRA R. ALLEN
WASHINGTON (UPI) President Reagan's campaign Friday chose a group
of "the brightest stars in the world of advertising" to create $25
million worth of ads, mostly television commercials, for him this fall.
Patterned after President Nixon's successful 1972 "November
Group," Reagan's "Tuesday Team," will be made up of leading ad men
from Madison Avenue.
Political campaigns usually choose a single advertising agency or
hire political consultants to make their ads, but because of financial
risks for commercial ad firms and Reagan's desire not to use a political
firm, the independent team was created, presidential communications
assistant Michael McManus said.
With about $40 million in public funds available to them for the
November election, Reagan officials said they plan to spend about $25
million on all forms of advertising, but most of it on television.
Formation of the group came late in the campaign year, partly
because of discord within Reagan's camp over who to select. But with no
primary opposition, the delay is not expected to hurt the advertising
effort expected to begin airing commercials during the summer.
"The Tuesday Team has put together some of the brightest stars in
the world of advertising," said campaign chairman Sen. Paul Laxalt,
R-Nev.
"It is doubtful that any existing single agency has the talent to
match the group they've assembled," he said. "The Tuesday Team has the
benefit of the advertising industry's most distinguished executives."
Among those involved in the Tuesday Team are Philip Dusenberry, who
created the "Pepsi Generation" advertisements, and Roger Ailes, who
headed Nixon's television advertising effort in 1968.
The day-to-day manager will be James Travis, president of Della
Femina, Travisano & Partners. Campaign officials had talked with his
partner, Jerry Della Femina, about running the ad campaign last month.
Della Feminia said he declined for financial reasons. But a White
House source said Della Femina was rejected, in part because of an
embarrassing interview he gave to Oui magazine in 1981.
Previously, the White House rejected its 1980 television consultant
Peter Dailey, who had quit his job as ambassador to Ireland to return to
the campaign. News reports attributed the decision to Nancy Reagan's
displeasure with his work. A White House official said, however, the
campaign wanted to move toward a more creative, and less political,
style of advertising.
upi 03-30-84 06:30 pes
6 upi 03-31-84 11:07 aes
originally moved friday for sunday release
Campaign '84 moves to airwaves
By IRA R. ALLEN
WASHINGTON (UPI) In a campaign whose catchiest slogan comes from
a negative commercial for a hamburger, it should be no surprise that
negative advertising among the politicians themselves has started so
early.
Political commercials became the central focus of last Wednesday's
Democratic debate when Walter Mondale and Gary Hart accused each other's
advertising of distorting the record.
Political commercials sell a candidate like a product. Like one
famous product, they can be positive "You Deserve a Break Today." Or
they can be negative "Where's the Beef?"
Whichever path is chosen, a politician's "paid media" is supposed
to reinforce the positive values and minimize the negative values
accorded him in the "free" news media.
When the Democrats and Republicans choose their presidential
candidates this summer, each camp is expected to spend $20 million on
television commercials. The themes are already being tested in four
generic ads one series for the Republicans, one for the Democrats, one
for President Reagan and one against him.
The only element not yet in place, surprisingly, is Reagan's own
campaign committee advertising team, which was selected just Friday
after a months-long series of miscues in what was otherwise considered a
top-notch political organization. The group, modeled after President
Nixon's 1972 effort, is made up of "all-stars" from a variety of
Madison Avenue agencies and dubbed "the Tuesday Team."
It is expected that Reagan's fall campaign ads will use extensive
footage of his forthcoming trips to China and Europe, portray him being
the president instead of a mere candidate and adopt Hart's road-tested
"future" themes.
The Meese Factor
Perhaps the most sensational of the early ads was released last
week by the Democratic Congressional Campaign Committee, which is
supposed to help elect Democrats to the House.
But taking advantage of the investigation of Reagan aide Edwin
Meese, the Democratic committee put out a devastating 30-second ad
depicting only Republicans Reagan, Meese and seven others accused of
wrongdoing. The ad's narration is not subtle: "More scandal-tainted
officials than we've seen since Richard Nixon and Watergate. This is
moral leadership? Vote Democratic."
The Republican National Committee has been on the air with the
first in a $4 million series of ads addressing what it believes to be a
potential vulnerability young people, women and the upwardly mobile
middle class that seems attracted to Democrat Hart.
One of the ads features an attractive young woman riding a bicycle
for exercise. "The all new Democrat ideas and leadership," she says,
are really "the same old empty promises that didn't work before and
won't work now. They caused the problems we had four years ago." The
printed slogan reads: "The Republicans. The future."
The RNC was enormously successful in 1980 with pre-primary ads
attacking the Democrats, symbolized by a Tip O'Neill character in a
limousine running out of gas.
Democrats ignored the notion of party advertising to their dismay
in 1980, but they are aware of its impact in 1984, says Democratic
National Committee television consultant Robert Hirshfeld.
The DNC is now running four commercials that can be classified as
negative.
Perhaps the most effective shows six previous presidents
including Democratic nemesis Nixon - signing arms control agreements -
with the Soviets, that is, "every president until now." The ad borrows
for its slogan Reagan's own words on the deficit: "Act today to
preserve tomorrow.
Reagan campaign aides suggested the arms control ad does not take
into account the Soviets' unwillingness to bargain. One said the
commercial could easily be countered by showing "a picture of a kidney
dialysis machine," to represent the late Soviet leader Yuri Andropov.
more
upi 03-31-84 11:07 aes
5 upi 03-31-84 12:33 aes
By IRA R. ALLEN
WASHINGTON (UPI) - Among the high-powered on Madison Avenue helping
President Reagan's campaign are men who created the "Pepsi Generation"
and Richard Nixon's successful 1968 television commercials.
After months of delay and internal bickering, Reagan's political
advisers Friday named a team of advertising men to run a $25 million
campaign to sell the president to the nation's voters this summer
through the November election.
Instead of relying as most campaigns do on a single advertising
agency or political consulting firm, Reagan's advisers put together an
independent "all-star" team of executives from a variety of well-known
agencies.
One of the group's senior advisers is Phil Dusenberry, who created
the "Pepsi Generation" commercials.
One consultant is Roger Ailes, executive producer of the Mike
Douglas show and executive producer of Nixon's 1968 television campaign
and presidential consultant after Nixon's election.
The executive vice president of the team is Walter Carey, whose
accounts at the Leber Katz Partners firm include Campbell Soup and
Pepperidge Farm.
Patterned after Nixon's 1972 independent ad agency known as "the
November Group," Reagan's will be known as "the Tuesday Team."
Campaign chairman Sen. Paul Laxalt, R-Nev., said the team is
composed of "the brightest stars in the world of advertising."
With no primary opposition, the delay in selecting an advertising
team is not expected to hurt the campaign, which is expected to begin
airing commercials during the summer.
The day-to-day manager is James Travis, president of a firm once
considered in the running to handle Reagan's account alone. Della Femina
once wrote a book about his advertising exploits, particularly for a
Japanese electronics firm. He called the book, "From the Folks Who
Brought You Pearl Harbor."
Campaign officials had talked with Della Femina, about running the
ad campaign by himself last month. Della Feminia said he declined for
financial reasons. But a White House source said Della Femina was
rejected, in part, because of an embarrassing interview he gave to Oui
magazine in 1981.
Previously, the White House rejected its 1980 television consultant
Peter Dailey, who had quit his job as ambassador to Ireland to return to
the campaign. News reports attributed the decision to Nancy Reagan's
displeasure with his work. A White House official said, however, the
advertising. campaign wanted to move toward a more creative, less political style of
upi 03-31-84 12:33 aes
3/7/84
REAGAN-BUSH
SUMMARY OF EXPENSES
MARCH
APRIL
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
TOTAL
EXPENSES:
PAYROLL:
ACCOUNT MANA
38.5
64.3
67.8
69.1
72.4
72.5
71.1
72.9
24.8
553.4
CREATIVE
12.6
62.8
56.0
53.0
62.8
31.9
73.9
61.1
1.2
415.3
BRDCST, PRINT
ADMIN, ACCTG,
RESEARCH
14.0
19.0
33.1
26.8
27.9
28.0
27.1
23.1
15.7
214.7
TOTAL P/R
65.1
146.1
156.9
148.9
163.1
132.4
172.1
157.1
41.7
1,183.4
FACILITIES
36.2
36.2
36.2
36.2
36.2
36.2
36.2
36.2
289.6
OPERATING
47.1
71.4
72.2
73.8
73.9
74.3
76.3
76.0
565.0
TOTAL EXPENS
148.4
253.7
265.3
258.9
273.2
242.9
284.6
269.3
41.7
2,038.0 *
*
EXCLUDES MEDIA PAYROLL, PLANNING AND BUYING FEES.
3/7/84
REAGAN-BUSH
PAYROLL EXPENSES
PROJECTED PAYROLL EXPENSE
MARCH
APRIL
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
TOTAL
PAYROLL:
ACCOUNT MANAGEMENT
38.5
64.3
67.8
69.1
72.4
72.5
71.1
72.9
24.8
553.4
CREATIVE
12.6
62.8
56.0
53.0
62.8
31.9
73.9
61.1
1.2
415.3
BRDCST, PRINT,
ADMIN, ACCTG,
RESEARCH
14.0
19.0
33.1
26.8
27.9
28.0
27.1
23.1
15.7
214.7
TOTAL
65.1
146.1
156.9
148.9
163.1
132.4
172.1
157.1
41.7
1,183.4 *
* MEDIA DEPARTMENT PAYROLL NOT INCLUDED.
PROJECTED WITH WESTERN INTERNATIONAL
MEDIA, AS THE PLANNING AND BUYING UNIT.
3/7/84
REAGAN-BUSH '84
ACCOUNT MANAGEMENT
PROJ. PAYROLL EXPENSE
ANNUAL
@ PROJECT
%
TOTAL
BASE
YEAR
BASE
TIME
PAY
MAR.
APRIL
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
TOTAL
DAYS
30.0
31.0
30.0
31.0
31.0
31.0
30.0
31.0
30.0
31.0
275.0
MANAGER
250.0
75.0
187.5
91.7
171.9
15.6
20.8
20.8
20.8
20.8
20.8
20.8
20.8
10.7
171.9
CONSULT
75.0
75.0
56.3
85.7
48.2
4.6
6.2
6.2
6.2
6.2
6.2
6.2
6.2
48.0
MS
100.0
75.0
75.0
91.5
68.6
6.2
8.3
8.3
8.3
8.3
8.3
8.3
8.4
4.2
68.6
AS
75.0
75.0
56.3
85.6
48.2
4.6
6.1
6.3
6.1
6.3
6.3
6.1
6.4
48.2
AS
75.0
75.0
56.3
81.1
45.6
6.1
6.3
6.1
6.3
6.3
6.1
6.5
1.9
45.6
AE
40.0
75.0
30.0
85.6
25.7
1.5
3.3
3.4
3.3
3.4
3.4
3.3
3.4
0.7
25.7
AE
40.0
75.0
30.0
81.1
24.3
3.3
3.4
3.3
3.4
3.4
3.3
3.4
0.8
24.3
AC
25.0
75.0
18.8
81.1
15.2
2.0
2.1
2.0
2.1
2.1
2.0
2.1
0.8
15.2
AC
25.0
75.0
18.8
48.0
9.0
2.1
2.2
2.0
2.2
0.5
9.0
EX SECT
35.9
75.0
26.9
92.4
24.9
3.0
2.9
3.0
2.9
3.0
3.0
2.9
3.0
1.2
24.9
EX SECT
35.9
75.0
26.9
92.4
24.9
3.0
2.9
3.0
2.9
3.0
3.0
2.9
3.0
1.2
24.9
SECTY #
29.9
75.0
22.4
81.1
18.2
2.4
2.5
2.4
2.5
2.5
2.4
2.5
1.0
18.2
SECTY #
29.9
75.0
22.4
70.0
15.7
2.5
2.4
2.5
2.5
2.4
2.5
0.9
15.7
SECTY #
29.9
75.0
22.4
58.9
13.2
2.4
2.5
2.5
2.4
2.5
0.9
13.2
TOTAL
866.5
649.9
553.4
38.5
64.3
67.8
69.1
72.4
72.5
71.1
72.9
24.8
553.4
3/7/84
REAGAN-BUSH '84
CREATIVE DEPT.
PROJECTED PAYROLL EXPENSE
ANNUAL
%
PROJEC
%
TOTAL
BASE
YEAR
BASE
TIME
PAY
MAR.
APRIL
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
TOTAL
31.0
30.0
31.0
30.0
31.0
31.0
30.0
31.0
30.0
31.0
TITLE:
TEAM A:
SR.AD
250.0
75.0
187.5
35.6
66.8
6.3
12.6
12.6
3.0
3.0
4.1
12.6
12.6
66.8
SR.W.
250.0
75.0
187.5
35.6
66.8
6.3
12.6
12.6
3.0
3.0
4.1
12.6
12.6
66.8
TEAM B:
SR. AD
250.0
75.0
187.5
35.6
66.8
12.6
7.1
6.3
12.6
3.0
12.6
12.6
66.8
SR. W
250.0
75.0
187.5
35.6
66.8
12.6
7.1
6.3
12.6
3.0
12.6
12.6
66.8
TEAM C
SR. AD
150.0
75.0
112.5
35.6
40.1
6.2
6.2
12.3
12.3
3.0
40.0
SR. W
150.0
75.0
112.5
35.6
40.1
6.2
6.2
12.3
12.3
3.0
40.0
TEAM D
SR. AD
50.0
75.0
37.5
35.0
13.1
2.1
2.0
4.2
4.1
0.8
13.2
SR. W
50.0
75.0
37.5
35.0
13.1
2.1
2.0
4.2
4.1
0.8
13.2
COMP 1
25.0
75.0
18.8
40.6
7.6
1.0
1.0
2.1
2.0
1.5
7.6
COMP 2
25.0
75.0
18.8
24.6
4.6
1.0
1.0
1.3
1.3
4.6
BULLPEN 1
20.0
75.0
15.0
40.6
6.1
1.2
1.2
1.2
1.2
1.2
6.0
BULLPEN 2
20.0
75.0
15.0
24.6
3.7
1.2
1.2
1.3
3.7
SECTY
20.0
75.0
15.0
58.9
8.8
1.6
1.7
1.7
1.6
1.7
0.5
8.8
PROOFREAD
25.0
75.0
18.8
58.9
11.0
2.0
2.1
2.1
2.0
2.1
0.7
11.0
TOTAL
1535.0
1151.3
415.3
12.6
62.8
56.0
53.0
62.8
31.9
73.9
61.1
1.2
415.3
3/7/84
REAGAN-BUSH '84
BRDCSDT, PRINT, ADMIN. , ACCTG. & RESEARCH
PROJECTED PAYROLL EXPENSE
ANNUAL
%
PROJEC
%
TOTAL
BASE
YEAR
BASE
TIME
PAY
MAR.
APRIL
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
TOTAL
BROADCAST
PRODUCER
60.0
75.0
45.0
33.3
15.0
5.1
2.4
2.5
2.5
2.5
15.0
PRODUCER
60.0
75.0
45.0
33.3
15.0
5.1
2.4
2.5
2.5
2.5
15.0
ASST PROD
35.0
75.0
26.3
70.0
18.4
3.0
2.9
3.0
3.0
2.9
3.0
0.6
18.4
SECTY
20.0
75.0
15.0
100.0
15.0
1.7
1.6
1.7
1.6
1.7
1.7
1.7
1.7
1.6
15.0
PRINT PRO
MANAGER
40.0
75.0
30.0
81.1
24.3
3.3
3.4
3.3
3.4
3.4
3.3
3.4
0.8
24.3
TRAFFIC
25.0
75.0
18.8
100.0
18.8
2.1
2.0
2.1
2.0
2.1
2.1
2.1
2.2
2.1
18.8
ADMIN. ASS
30.0
75.0
22.5
81.1
18.2
2.4
2.5
2.4
2.5
2.5
2.4
2.5
1.0
18.2
MAIL ROOM
10.0
75.0
7.5
100.0
7.5
0.9
0.8
0.9
0.8
0.9
0.9
0.8
0.9
0.6
7.5
MESSENGER
ACCTG:
BILLING
30.0
75.0
22.5
100.0
22.5
2.5
2.4
2.5
2.5
2.5
2.5
2.4
2.6
2.6
22.5
ADMIN:
20.0
75.0
15.0
100.0
15.0
1.7
1.6
1.7
1.6
1.7
1.8
1.6
1.7
1.6
15.0
RESEARCH
60.0
75.0
45.0
100.0
45.0
5.1
4.9
5.1
4.9
5.1
5.1
4.9
5.1
4.8
45.0
GRAND TOT
390.0
292.5
214.7
14.0
19.0
33.1
26.8
27.9
28.0
27.1
23.1
15.7
214.7
3/7/84
REAGAN-BUSH
FACILITIES
EXPENSES
MAR.
APRIL
MAY
JUNE
JULY
AUG.
SEPT.
OCT,.
NOV.
DEC.
TOTAL
.
FACILITIES:
OFFICE RENTAL
29.2
29.2
29.2
29.2
29.2
29.2
29.2
29.2
233.6
FURNITURE RENTA
2.0
2.0
2.0
2.0
2.0
2.0
2.0
2.0
16.0
APART.:
N.Y&D.C.
5.0
5.0
5.0
5.0
5.0
5.0
5.0
5.0
40.0
TOTAL
FACILITIES
EXPENSE
36.2
36.2
36.2
36.2
36.2
36.2
36.2
36.2
289.6
3/7/84
REAGAN-BUSH
OPERATING EXPENSES
MAR.
APRIL
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
TOTAL
LOCAL TRAVEL
1.6
3.2
3.2
3.2
3.2
3.2
3.2
3.2
24.0
O-T-T
6.6
13.3
13.3
13.3
13.3
13.5
13.4
13.3
100.0
AUTO
1.1
1.2
1.2
1.3
1.3
1.3
1.3
1.3
10.0
HOTEL, MEALS,
10.0
10.0
10.0
10.0
10.0
10.0
10.0
10.0
80.0
UNBILL. COST
1.0
2.0
2.0
2.0
4.0
4.0
15.0
TELEPHONE
3.2
6.4
6.4
6.4
6.4
6.4
6.4
6.4
48.0
POSTAGE
0.5
0.5
0.6
0.6
0.6
0.6
0.6
4.0
SHIPPING
1.0
1.0
1.2
1.2
1.2
1.2
1.2
8.0
EQUIP. RENTAL
6.4
6.4
6.2
6.2
6.2
6.2
6.2
6.2
50.0
COMPUTER:
SPOT
5.0
5.0
5.0
5.0
5.0
5.0
5.0
35.0
PRINT
1.1
1.2
1.1
1.2
1.1
1.2
1.1
8.0
OFFICE EXP.
1.3
2.6
2.6
2.7
2.7
2.7
2.7
2.7
20.0
MOV.&STOR.
0.3
0.2
0.3
0.2
0.3
0.2
0.3
0.0
1.8
ART SUPPLIES
1.6
3.2
3.2
3.2
3.2
3.2
3.2
3.4
24.2
SUPPERS
2.1
4.2
4.2
4.3
4.3
4.3
4.3
4.3
32.0
INSUR.
1.2
1.3
1.2
1.3
1.2
1.3
1.2
1.3
10.0
MEDIA RES.:
NEIL./TEL.
3.1
3.1
3.1
3.1
3.1
3.2
3.2
3.1
25.0
CLIPPING SE
1.1
1.1
1.1
1.1
1.1
1.2
1.2
1.1
9.0
RAD. /TV REP
1.2
1.2
1.2
1.2
1.3
1.3
1.3
1.3
10.0
CONTINGENCY
6.3
6.4
6.3
6.4
6.3
6.4
6.4
6.5
51.0
TOTAL
47.1
71.4
72.2
73.8
73.9
74.3
76.3
76.0
565.0
Della Femina, Travisano
& Partners Inc.
JAMES D. TRAVIS
PRESIDENT
March 8, 1984
Mr. Michael A. McManus, Jr.
Assistant to the President
The White House
1600 Pennsylvania Avenue, N.W.
Washington, D.C. 20500
Dear Mike:
I enjoyed our discussion yesterday and, as promised, have
put some thought to projected payroll, facilities and
operating expenses required in mounting an all-star
Reagan-Bush '84 advertising team.
The attached projections that I've put out on our computer
reflect costs in obtaining top creative, account management,
broadcast and print production, research, accounting and
administrative support for the duration of the campaign.
No media planning or buying costs are included, as we would
recommend utilizing the established Western International
Media Buying Service to handle this important function.
I am currently talking with Dennis Holt, President of WIM,
about working out an equitable fee arrangement versus their
standard 5% commission.
Worst case I would see Reagan-Bush '84 saving approximately
$1MM by setting up this all-star creative group and ad hoc
15% commission.
agency, as opposed to going with an agency with a standard
However, the key in my way of thinking is not the dollar
savings, but the quality of the creative product provided by
the talent that we could corral for this important assignment.
When you talk to agencies that are willing to handle the
assignment, be sure to isolate that group of people who will
be responsible for actually creating the advertising and the
people who will manage the business. It doesn't matter how
big or established the agency is -- the only thing you should
care about is the dedication and talent of that team committed
to the Reagan-Bush '84 reelection.
The idea of establishing an advisory/review board with people
of Ed Ney's and Phil Dusenberry's stature is, I believe, very
worthwhile because they can make a real contribution to the
campaign strategy and creative executions.
625MADISONAVENUE,NEWYORK,NEWYORK1OO2,212421718OTHLEX428985
Mr. Michael McManus, Jr.
March 8, 1984
Page Two
I'm sure you will have a number of questions about this
preliminary budget, so please call. In the meantime, I
have included a list of people in agency management and
our clients who, hopefully, have heard of me.
Best regards,
JDT:1ch
Jim
Attachments
AD HOC ADVERTISING AGENCY PLAN
We propose to establish Campaign 84 as a New York
corporation with Jim Travis, Walt Carey and Glen Sadeem as
Directors and Officers. This would be a totally independent
corporation which would also do some additional business for the
RNC/Convention, and perhaps another local campaign. The
Corporation will hire all of the creative people, staff and
necessary administrative support as well as an outside media and
production support group. The Corporation will bill the campaign
monthly for all related expenses. We will be advised by counsel
as to how to schedule and allocate expenditures between primary
and general campaign funds to avoid double billing.
Roger Ailes will be hired as a consultant to the campaign
and Jim Lake. He will provide political/advertising liaison and
oversight with the Corporation's creative process. He has agreed
to give us two days a week and to be available on call for a
third if we need him. Roger will be a part of the political
strategy group as defined by Baker, Deaver and Rollins and will
coordinate the communication of the strategy to the creative
people. He will also help keep track of production and media
costs and schedules.
Ed Rollins has suggested that the total advertising budget
will be approximately $25 million with $3.5 million in the
primary and $21.5 in the general. He has also suggested the need
for approximately 25 ads to be produced. Based on these
requirements, the Corporation budget would be approximately as
follows:
Payroll and Admininstrative Expenses
Management
$395,900
Creative
355,000
Media Person & fee
415,000
Other admin
194,000
Facilities
Office space and
$267,400
apartment
Operating
$530,000
$2,157,300
Production
2,000,000
$4,157,300
Based on these budget amounts, total payroll, facilities and
operating expenses amount to 8.6% of the advertising budget.
This compares with 13.4% in 1972 and 8.7% in 1980 (1980 figures
Page two
were for only three months of operation as compared with seven
months for Campaign 84). Production costs of 8.2% of the
advertising budget compare with 14.4% in 1972 and 15.9% in 1980.
The savings in Campaign 84 is partially due to using our high
caliber creative people as producers and by savings from
production houses willing to help at reduced prices. All of
these numbers are estimates and may change substantially
depending on additional requirements or changes which may be
necessary.
We have attached additional financial information and a
proposed contract between the campaign and the Corporation for
your review. Jim Lake and I will assume the continuing
responsibility to Baker and Deaver for this operation.
Based upon your review of the foregoing, may we proceed to
set up Campaign 84 and announce the agency.
Approve
Disapprove
BUDGET ALLOCATION
REAGAN-BUSH '84 vs. CAMPAIGN 80
($000)
REAGAN-BUSH '84
%
CAMPAIGN 80
olo
MEDIA
$ 20,800
83.2
$ 14,500
79.4
PRODUCTION
2,000
8.0
2,313
12.6
PROMOTION
198
1.1
GENERAL OPERATING
EXPENSE
2,200*
8.8
1,265*
6.9
TOTAL
$ 25,000
100.0 %
$ 18,318
100.0%
*Reagan Bush '84 is a seven month operation wheras Campaign 80
existed for only three months.