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Posts Tagged ‘Priorities USA’

KAMPANJ | ”Stage” var den mest effektiva tv-reklamen under valrörelsen 2012. Detta enligt Ace Metrix, ett företag som analyserar reklam i tv.

Shorr, Johnson, Magnus producerade videon för Priorities USA, en pro-Obama Super PAC.

När Mitt Romney valde att inte besvara attacken gjorde man ett av sina stora strategiska misstag under valkampanjen.

Jane Mayer skriver i The New Yorker:

”I’m a big Frank Capra fan,” Saul Shorr, one of S.J.M.’s partners, said […]. “And in this campaign Romney was the Edward Arnold character, the wealthy authority figure in several of Capra’s films, like ‘Mr. Smith Goes to Washington’ and ‘Meet John Doe,’ who’s not looking out for the little guy.”

[…]

When ”Stage” first aired in Ohio and other battleground states, in June, ABC News called it ”the Brain ad that Romney should fear most.” And, on Election Night, Sarah Palin singled out S.J.M.’s ads as among Romney’s biggest problems in Ohio.

[…]

Andrea Johnson, another of the firm’s partners […], described the team’s approach. “We’re really trying to capture the person we work for, so that the ads feel authentic, and we often do that by telling stories,” she said. Because  the firm was working with a small budget compared with its opponents, Adam Magnus, a third partner, said, “we had to maximize our throw weight” and focus on only one theme-Bain Capital. Bill Burton, of Priorities USA, said that poll testing indicated that Romney’s Bain record had the potential to define not just his résumé but his character. Focus-group participants were angered by the idea that private-equity companies like Bain could profit while breaking promises to fund workers’ pensions and health-care plans.

[…]

By midsummer […] internal research showed that, in areas where S.J.M.’s ads aired, Obama had an eleven-point advantage over Romney in “trustworthiness,” compared with a five-point lead in places where the ads had not run. In October, an Ohio focus group showed that “Stage,” which by then hadn’t aired for a month and a half, was one of the few political ads that people remembered. Burton said, “Not answering those attacks was the biggest strategic mistake of the Romney campaign.”

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MED HJÄLP AV negativa kampanjmetoder tänker Barack Obama krossa Mitt Romney. Hans karraktär och bakgrund inom näringslivet skall smutskastas.

Romney är idag den republikanska presidentkandidat som ser ut att ha strörst chans gentemot Obama.

Han är den republikan som troligtvis får lättast att locka över independents d.v.s. väljare som inte ser sig som primärt demokrater eller republikaner. Denna väljargrupp kan ofta avgöra ett val i USA.

Enligt Ben Smith och Jonathan Martin på Politico har högsta ledningen inom Obamas kampanjorganisation studerat strategin som president George W. Bush använde sig av 2004. Det året lyckades Bush – trots låga opinionssiffror – besegra John Kerry genom att tidigt definiera honom i negativa termer.

“Unless things change and Obama can run on accomplishments, he will have to kill Romney,” said a prominent Democratic srategist aligned with the White House.

The onslaught would have two aspects. The first is personal: Obama’s reelection campaign will portray the public Romney as inauthentic, unprincipled and, in a word used repeatedly by Obama’s advisers in about a dozen interviews, “weird.”

[…]

The second aspect of the campaign to define Romney is his record as CEO of Bain Capital, a venture capital firm that was responsible for both creating and eliminating jobs. Obama officials intend to frame Romney as the very picture of greed in the great recession — a sort of political Gordon Gekko.

“He was very, very good at making a profit for himself and his partners but not nearly as good [at] saving jobs for communities,” said David Axelrod, the president’s chief strategist.

[….]

“People already knew that he’s a political opportunist of the highest order — changing his positions to suit the day’s polling,” said Bill Burton, Obama’s former White House deputy press secretary who now heads Priorities USA, an independent group expected to lead Democratic attacks on the Republican nominee. “But the last couple weeks, this lack of principles has translated into a total lack of leadership on issues like the debt ceiling.”

Svaret från Mitt Romneys kampanjstab kom snabbt. ABC News rapporterade följande:

 “It is disgraceful that President Obama’s campaign has launched his re-election with the stated goal to ‘kill’ his opponent with an onslaught of negative and personal attacks,” said Romney campaign manager Matt Rhoades in a written statement.

“President Obama will say and do desperate things to hold onto power because he knows he has failed. Neither despicable threats, nor
President Obama’s billion dollar negative campaign, will put Americans back to work, save their homes, or restore their hopes. On November 6, 2012, this will change,” Rhoades said.

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