Breakfast in America: December 13, 2012

  • Maybe Ashley Judd has a better than average chance against McConnell.

1 comment for “Breakfast in America: December 13, 2012

  1. V
    December 13, 2012 at 11:00 am

    That Romney article, while a bit old, is pretty illuminating. It underscores that Romney’s business management credentials were certainly suspect: they traded a “savings” in personnel budget for the buying of ad time, instead of outsourcing to people who know the business better. Any “savings” they may have tried to claim seem easily eaten up by the higher cost for the operational expenses they end up paying (also, the campaign had some capital to work with here, so this is an idiotic place to try and cut the financial corners). It’s a move that someone concerned with “efficiencies” or cost-cutting, rather than actual profit or growth, would make running a for-profit business. It also emphasizes something I’ve suspected about the Romney campaign since the primaries – the inability to understand that hiring the BEST person for the job will actually result in a better job being done.

    The fact that the overall strategy relied on an assumption of week to week shifts in message illustrates that the campaign really had no central strong platform to operate from. More interestingly, the article goes on the explain that those shifts would be based on polling … given when the article was written, there is the innate contradiction the message of the reliability of polling. But more importantly, in hindsight knowing that the polling data the Republicans relied on was so flawed, it is unsurprising the ad strategy wasn’t as effective as it should be. It also demonstrates how critically problematic being in denial about polling sources can be – polling was the fundamental basis of the strategy used by the in-house person approving ad time.

    The observation that “Romney doesn’t know how to buy ad time” is an understatement. And what I find most amusing is that by using the cable buy-time less the campaign ignored the advertising market that IS most focused on particular demographics, which would have allowed those targeted messages (men, women, people 18-27, etc) for groups they were tracking. The point of cable is the ability to select to your tastes … Romney’s campaign could have easily pursued targeted messaging more effectively (and in advance with better prices), but instead pursued a strategy of broad advertising that required substituting one message (and potentially one target group) for another week to week in the same air time.

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