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Project 3

1. The memorandum recommends that the Smith campaign focus its propaganda efforts on the internet, which has a large network to reach voters. Targeting swing states like Colorado and Nevada will be key to winning votes. 2. An analysis of Obama and Romney's 2012 campaign videos shows that Obama targeted middle class voters on issues like jobs and education, while Romney took a more personal approach but did not strongly counter Obama. 3. Colorado and Nevada were identified as key swing states. Colorado has a higher median income and home ownership but an older population. Nevada has greater poverty and less education but more diversity. The memo recommends focusing economic and education plans on Nevada.

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47 views

Project 3

1. The memorandum recommends that the Smith campaign focus its propaganda efforts on the internet, which has a large network to reach voters. Targeting swing states like Colorado and Nevada will be key to winning votes. 2. An analysis of Obama and Romney's 2012 campaign videos shows that Obama targeted middle class voters on issues like jobs and education, while Romney took a more personal approach but did not strongly counter Obama. 3. Colorado and Nevada were identified as key swing states. Colorado has a higher median income and home ownership but an older population. Nevada has greater poverty and less education but more diversity. The memo recommends focusing economic and education plans on Nevada.

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Memorandum ToSmith Campaign

FromJuKai HuangHead Writer


DateNovember 29 2015
ReCampaign advise for Smith Campaign

Smith campaign is coming, to plot a better campaign plan, we


need to reference to the 2012 presidential election campaign, see
how Barack Obama is to become the winner of the battle. According
to my research, I strongly recommend that the concentration of
propaganda on the Internet, because the Internet has extremely
large networks enable users. Only in this way can we win the votes
of those swing states, such as Colorado and Nevada. Then I will
according to several promotional video and a series of data to prove
the effectiveness of the strategy.

1.

Analysis of campaign videos

During the 2012 presidential election, both campaigns through the


video on the personality and political opponents of the smear. The
purpose is to make the voters who have decided to make a good
decision or hesitate.
In Obama campaigns commercial, Obama showed evidence of
damage to the state's manufacturing sector and the cause of
education in the state of Massachusetts when Romney is the states

governor. And Obama aimed at the crowd, is to occupy most of the


population of the United States of the middle class population.
Because work and education are the most important aspects of the
middle class, the purpose of advertising is to get the trust of
Obama's middle class voters. Moreover There are very heavy and
serious background music in the commercial, the purpose is to make
voters angry with Obama's opponents.
In contrast, Romney, he did not fight back too much in his own
propaganda commercial, he even seemed very passive. In his video,
he told more about himself, such as how he treated his family,
trying to make the audience feel that he would treat the American
people like his family. And a detailed account of the American if he
can become president, he will regard the people as the focus to the
implementation of the plan in future. Compared to Obama, Romney
more hope that he can be close to the public, so that the audience
feel that he is actually their family, so advertising use a very warm
background music.
Although Romney's ads are very moving, but in the fight against
Obama is very not appropriate to the reality, let people think that
Romney is an unrealistic elite.
Analysis of the statistics of the 2 swing states

I chose Colorado and Nevada, the two swing states to study. I

believe we can plan and adjust our approach to the actual


conditions of the two states.
Colorado has a population of only $58224 per year and we can
see that the state is not particularly rich. But the good side is that
45% of people have at least 87% of their own, representing the
state's main population, representing the state's cultural elements
and is not very rich. In terms of average age, Colorado's main age
range is between 45 and 54.
Nevada has a population of 2.7 million, compared to the Colorado
poorer, the median income is only 54093 dollars a year. And flat
poor rate is 14%, a percentage points more than the state of
Colorado.

Education,

undergraduate

only

diploma,

38%

which

of

people

means

the

have
state

at

least

education

penetration is not high. But Nevada than Colorado, race is more


diversified, the white 66.5%, blacks accounted for 8.1% Asian
accounted for 7.2%. In terms of average age, 25-29 years old
population, the highest rate.
Compared two states, Nevada obvious overall than Colorado
slightly behind. State for both rich and poor gap, we can more
incentives to Nevada's economic plan, such as lowering the tax.
Personally, I think, Nevada backward main reason is because of
education in the state were not affected by attention, so I think

should we should devote more energy to the education.

Obama and Romneys media campaign


In the 2012 presidential campaign, it is clear that Obama uses
social media to beat Romney, the data show that Obama's
investment in social media is ten times then Romney. And according
to Romney's interview, he said he and his team did not understand
how to use social media to help themselves get more support, and
Obama is the use of social media to show their versatility, for
example, he also has his own NBA team, just like ordinary people.

Citation
U.S. Department of Commerce Community Facts. ONLINE. 2012.
United States Census Bureau
Available:
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productvi
ew.xhtml?src=CF [2012].

U.S. Department of Commerce Community Facts. ONLINE. 2012.


United States Census Bureau.
Available:
http://factfinder2.census.gov/faces/nav/jsf/pages/community_facts.x
html [2012].

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