Campaign Recommendations

Analysis of the Obama & Romney campaign videos:

The media is the strongest tool that candidates use and what candidate consultants
monitor, to gain attention and attraction of the people. The goal of campaigns are to gain the
interest and support of the people, and broadly let the best candidate win. Obamas presidential
campaign ran for about 81 weeks, which was 8 weeks longer than Romneys presidential
campaign. In the Romney campaign videos, I have noticed that most of his videos always
expresses a negative statement about Obama, which isnt a very good ethic to use. Obamas
campaign videos on the other hand, expresses how we wants to change America and help out the
people. One of the Obama video campaigns that I watched was the one called, Cameras. The
video shows Obama and Romney having a presidential debate about the issues of taxes. In this
campaign video, it is showing that Romney is just acting like an innocent good candidate while
being on camera. Romney also says, I dont have a 5 trillion dollar tax cut., but on the contrary,
he actually does have tax cut, which means that he is lying to the people, yet he still sees himself
as the right candidate. It is ironic for him to say that because he only wants to support the high
class individuals and their freedom to not worry about taxes. America needs a president that will
help out all of the people and will act on it. The second video ad is called (47 Percent). The
commercial video shows selected individuals that watched and listened to a video of Romney
speaking in a fundraiser conference that was behind closed doors sending a bad message and
representing badly for Republicans or talking badly about some of the people. In the end of
Romneys speech, he says, And they will vote for this president no matter what; And my job is
not to worry about those people, Ill never convince them. Romney is weighing the people down
and making them more disappointed with him, due to the things that he is saying. Focusing on the
fact that this was a private meeting shows that he is a dishonest candidate and America needs a
wiser and open hearted leader. One of the Romney campaign videos that I watched was called,
At Stake. This ad is targeting against Obama, saying that with him being elected the 2nd term
of presidency, it would ruin America. This campaign video is just terrible and inaccurate, because
it doesnt show how Romney would make a better candidate and why, lacking support and truth.
Romney must use technique to persuade the audience by saying that Romney will create a better
change for America. The last Romney campaign video that I watched was called, The Obama
Plan. This video was about 5 predictions that would happen in the future if Obama was reelected for presidency. The predictions are: Debt will grow from 16 to 20 trillion dollars, due to
America having high spending while the country is in deep debt; 20 million Americans lose
employer based health care which are the benefits the people usually earn from their jobs; Taxes
on the middle class will go up by $4,000; Energy prices will continue to go up(gas electricity,
etc); $716 billion in Medicare cuts hurt current seniors, to the point where they themselves
couldnt afford it and can lead them to their death. Again, another of Romneys video campaigns
is just talking badly about Obama and did not describe how and why Romney was a better
candidate. In my opinion the video ad failed to prove a point to the public about what positive
changes Romney would do as president. Romneys attitudes and motives about winning the
supporters were driven to a wrong path and he unfortunately, lost the election.
Analysis of the demographics and political structure of swing states statistics:
Obama won the victories of the 8 out of 9 swing states. The swing states I chose was
Florida and Colorado, where Obama dominantly wins the voters support. "Florida has spoken
loudly in support of moving our nation forward," (6). Ashley Walker, the Obama campaign's
director for Florida had stated. Many Florida voters were in the middle class range. For income,
the median household income: $46,956 in Florida, in U.S.A. $53,046 in U.S.A.. The percentage
below poverty level: 16.3% in Florida, 15.4% in U.S.A.. For education, High School Graduate or
higher (age 25+): 86.1% in Florida, 86.0% in U.S.A. & Bachelors degree or higher (age 25+):

26.4% in Florida, 28.8% in U.S.A.. Also, Veterans: 1,569,406 in Florida, 21,263,779 in U.S.A..
The distribution of ethnicities in Florida are: American Indian /Alaska Native: 0.38%, Asian:
2.42%, Black/African American: 15.96%, Native Hawaiian/Pacific Native: 0.07%, White:
75.04%, and Latino/Hispanic: 22.47%. Lastly, the voting population by age group is: (20-34):
1,275,346 voters, (35-54): 1,019,568 voters, (55-69): 463,339 voters, and (70+): 165,552 voters.
In Florida, Romney gain the support of mostly whites and older voters. In Colorado, the income
of the Median household was: $58,433 in Colorado, $53,046 in U.S.A.. The percentage below
poverty level: 13.2% in Colorado, 15.4% in U.S.A.. The education of High School Graduate or
higher (age 25+): 90.2% in Colorado, 86.0% in U.S.A., Bachelors degree or higher (age 25+):
37.0% in Colorado, 28.8% in U.S.A. & Veterans: 399,458 in Colorado, 21,263,779 in U.S.A. The
distribution of ethnicities in Florida are: White: 87.7% in Colorado, 77.4% of U.S.A., Black
/African American: 4.5% in Colorado, 13.2% of U.S., American Indian/Alaska Native: 1.6% in
Colorado, 1.2% of U.S., Native Hawaiian/ Pacific Islander: 0.2% in both Colorado and U.S.,
Hispanic/Latino: 69.0% in Colorado and 62.1% of U.S.. Lastly, the voting population by age
group is: 20-34: 18.68% of voters, 35-54: 64.70% of voters, 55-69: 10.93% of voters, 70+: 5.69%
of voters. Colorado was dominantly full of democratic supporters.
Summary of Information about Obama and Romneys Campaign from the Media Discussion:
Many campaigns are used through the media to gain the attention and support of the
people. For the presidential campaign, Obama spent 47 million dollars on digital spending and
Romney spent 4.7 million dollars. Most age groups are constantly using social media to express
their thoughts, opinion, and support of the candidates. Facebook, Twitter, group chats, blogs, and
youtube-vlogs are examples of places in the media that people use as a way of spreading support.
On Facebook one use may share a video on their newsfeed and state their opinion about who they
would rather vote for and why. Also, the posts that are shared increases the amount of publicity.
One issue that the people were confiding is that they are questioning if Obama has the accurate
leadership skills for presidency. Due to some unlawful actions, some of his supporters were
unsupportive of his actions during the first term of presidency, so for this 2012 election, Obama
was to be wise, smart and strategic with his goals and actions. There was also the feud of Upper
Class vs Middle and Low-income class. Clearly many of the upper class voters were in favor of
Romney because he fully supported and protected this social class, while Obama did the right
thing and supported all classes. Also, if people dont notice it, the rate of the middle and lower
class population is rising and Obama tries to create ways to boost up their livings and help shape
their lives.
Final Recommendations:
Again, Id like to say that the media is the strongest tool that candidates use and what
candidate consultants monitor, to gain attention and attraction of the people. It can either make
you or break you, but its the risk worth taking. No candidate is perfect and its not easy, but I
advise Candidate Smith to follow the steps of Obama, to hopefully gain success and win the
election. The people have different political attitudes. For example, if a citizen is white/caucasian,
that doesnt necessarily mean that they support all of Romneys intended goals and vote for him.
The key thing is the voters will think about how will the certain candidate benefit America and
also benefit all of the people. African Americans mostly voted for Obama, not because he was
also a man of color, but the reason is because Obama make them feel recognized and created
ways to support this race and try to make a change for their everyday lives. Another example,
would be for the hispanics. Obama was more in-favor of supporting Hispanics or other
immigrants. Also, Obama passed an act to let them stay in America and in a sense, help them find
opportunity in America. With diversity, the candidates must be aware of the expectations of the
people and must think of ways to gain all support from the people. Another thing, is the ideal with
the social class- Romney was favoring the upper class and only protected their rights and
freedom, while Obama had ways to support all classes of individuals and even created strong

safety, health, security for those who cannot afford it. For example, he passed a law for
improvement in education and also had Obamacare to make sure all people living in America had
some sort of medical health insurance. With presidential campaigns, it seems that most supporters
are those from the ages of 25-69+. If the presidential candidate spoke out and found ways to
reach all people of all ages and get their support, then most likely the voting will have
outstanding outcomes. Religion is also one important thing to keep in mind; with being a citizen
of America, the people deserve the freedom of speech, freedom of expression, freedom of
religion, etc. Obama was the one that was more likely in favor of all cultures and religions
expressing themselves, without any trouble. Region is also one thing to keep in mind, for
example, in the south and parts of the east coast are more of the white-populated areas and
confederate supports, while the rest of the U.S. is diverse and mix-populated. Sometimes,
people will think, Does my vote even count? or Will my vote make a difference?.. The
answer is yes. The political system and more importantly, the government can create changes that
the people want to have. In other words, how you can demand change, if youre not going to
make an effort? It is true that every vote counts because it doesnt just boost the chances for the
candidate but also hears out the voices of the people.
Citations:
Balz, Dan. "How the Obama Campaign Won the Race For Voter Data." Washington Post.
July 28, 2013. Accessed February 15, 2016. https://www.washingtonpost.com/politics/how-theobama-campaign-won-the-race-for-voter-data/2013/07/28/ad32c7b4-ee4e-11e2-a1f9ea873b7e0424_story.html.
"Barack Obama." Inside Gov. Accessed February 14, 2016. http://presidentialcandidates.insidegov.com/l/1/Barack-Obama.
"Colorado QuickFacts from the US Census Bureau." Colorado QuickFacts from the US
Census Bureau. Accessed February 08, 2016. http://quickfacts.census.gov/qfd/states/08000.html.
Gentilviso, Chris. "FL Election Results 2012: Barack Obama Defeats Mitt Romney." The
Huffington Post. November 10, 2012. Accessed February 15, 2016.
http://www.huffingtonpost.com/2012/11/10/fl-election-results-2012_n_2109753.html.
Mitt Romney. Inside Gov. Accessed February 1, 2016. http://presidentialcandidates.insidegov.com/l/5/Mitt-Romney
"Population of Colorado:Census 2010 and 2000 Interactive Map, Demographics,
Statistics, Quick Facts." Population of Colorado. Accessed February 08, 2016.
http://censusviewer.com/state/CO.
"Population of Florida:Census 2010 and 2000 Interactive Map, Demographics, Statistics,
Quick Facts." Population of Florida. Accessed February 08, 2016.
http://censusviewer.com/state/FL.

 "The Living Room Candidate - Commercials - 2012 - Always." The Living Room
Candidate - Commercials - 2012 - Always. Accessed February 15, 2016.
http://www.livingroomcandidate.org/commercials/2012.
"2012 State Population Census Estimates." 2012 State Population Census Estimates.
Accessed February 08, 2016. http://www.governing.com/gov-data/state-census-populationmigration-births-deaths-estimates.html.