er.4 TO: /William P. Clements, Jr. Rita Clements Peter O'Donnell, Jr. Don Ringe FRC,4411Jim Francis DATE: September 23, 1982 RE: Upcoming Advertisements Its time that we target our upcoming advertising based on our polls. I want to make the following suggestions based on my reading of the polls. 1. We need to produce some kind of TV spot on utilities. It is the only issue that White beats us on by any substantial amount. However, he beats us by 17 points on "ability to hold utility rates down". 4,1(.2. We need to concentrate D&I spots in Ft. Worth, Waco, Temple-Killeen, Austin, and West Texas. Our poll shows that this is where it has the most (and perhaps the only substantial effect). 3. We need to do a strong, positive television women's spot. This is very important as the Governor's support level among women is 10 points below that- of men. We need a strong "All Texans" spot. While White is much less known than the-77777777, he ranks dead even in "caring for All Texans". 5. While we are taking lots of heat, our poll shows that the negative advertising on radio has worked. I think we Hahoul,l_Lttp_It LT for a,couple of weeks. #tr•std•-•-• 4CC ro4. CY-J2. )
