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Vatche Petrossian
Professor Hamman
Political Science 001
April 17, 2016

To: Candidate Smith

From: Vatche Petrossian, Campaign Consultant
Date: Sunday, April 17, 2016
Re: Campaign Recommendations
Mr. Smith, this memo regards the success of your current campaign, and how we can ensure
victory for the upcoming Presidential Election. Ive meticulously analyzed the several strategies
that were used by both Mitt Romney and Barack Obama in the 2012 Presidential Election. After
much research, Ive been able to deduce what exactly made Obamas campaign so successful in
his race against his Republican opponent, Mitt Romney. Clever advertising and attentiveness to
swing states will guarantee success; the swing states are an important factor if your popular vote
dwindles. Furthermore, we will secure your victory with tactical advertisement, and rally the
country to back up your campaign. I kindly ask that you read through my analysis of the previous
Presidential Elections, and incorporate these successful strategies into your candidacy.
Campaign Advertisement Analysis
Ive analyzed four different advertisements used for the campaigns of Obama and Romney, its
evident that there are a few key factors that create a powerful, persuasiveand above all
effective commercial. Here is what Ive found:

Relatively short length15 to 45 seconds being most optimal

Subtle music that complements the theme
Symbolismchoosing specific colors, objects, backgrounds, etc.
Clear, concise, to the point, and easily understandable use of language
A theme that will connect with the average American

There are several reasons why its important to keep advertisements at a relatively short length.
Companies are no longer able to display four to five minute commercials, and have them be
watched entirely. If the commercial is roughly a minute or longer, the viewer retention will
dissipate. Shorter commercials have a higher audience retention, and therefore have more of an
impact because the message is being sent more quickly. Not only does the shorter advertisement

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capture the audience, but it also makes the commercial much more memorable since it is shorter.
According to recent statistics, the average attention span in 2015 is roughly 8.25 seconds
(Weinreich, Obendorf, Herder, Mayer, 2015). As a bonus, since the commercial is shorter, it will
also cost less money to produce. Hence, a short commercial is the most optimal to ensure that
your campaign is memorable, positive, and successful.
Whats equally important is the theme thats being conveyed. If the intent of the commercial is
positive and not meant to attack another candidate, then it is extremely important that you
connect with the average American. However, the theme shouldnt always be positive. Its
virtually impossible to avoid political smearing from other candidates, so its equally important
to stay on top by always making sure the public understands the opposing candidate is not a
worthy candidateelecting the opponent would be just a complete and total mistake. In the
previous election, both candidates portrayed each other in negative light through some
advertisements, and it certainly played a big role.
Furthermore, these advertisements should have background music that is chosen carefully to
compliment the message that is being told to the audience. In some commercials, the background
music being played during the advertisement clearly resemble a higher frequency binaural beat
which are emitting beta waves at 16-40hz. This is done because these specific frequencies
convey a feeling of urgency, and alertness. For specific advertisements that were meant to raise
alertness and awareness for America, this background music complimented the commercial
excellently. It is important that the advertisements we share include subtle background music to
compliment the theme of our commercial.
Symbolism is also a major factor for producing an effective commercial. To produce an effective
commercial, there needs to be material to feed both the conscious and unconscious mind. Some
commercials accomplish this symbolism by associating negative commercials with the opposite
candidate by incorporating dull colors, gloomy imagery, and depressing music. While providing
negative material regarding the opponent for the conscious mind to absorb, the unconscious mind
will process these negative symbols with the opposing candidate on a subconscious level.
Social Media
Ive researched what really differentiated Obamas campaign from Romneys, and it seems that
the shrewd use of social media was the ultimate factor. Barack Obamas 2012 campaign spent
roughly ten times more than Romney on social mediasuch as Twitter, Facebook, Reddit, etc.
Statistics displayed that Obama campaign spent approximately $47 million, while Mitt Romneys
spent a measly $4.7 million in comparison. This is the major reason that Obama was so
incredibly successful in both of his campaigns, and this follows directly from clever advertising.
The former Washington News bureau chief, Howard Kurtz, specified that the statistics showed,
"forty-five percent of the voters who were age 18-29 were urged to vote for their candidate via
social media, and for those that were above the age of sixty-five, the number was eleven

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percent". While the Obama campaigns brilliant insight advertised through social media, Mitt
Romney attempted to utilize a computerized systemwhich he named Orcathat distinguished
the voters from the non-voters on Election Day. The Orca method was a complete and utter
failureit also happened to crash on the day of the election. Consequently, volunteers who
offered to help run the ballots went home. Social media was a priceless asset for the Obama
campaign becausefor the most partpeople were quite open about who they were voting for
when Election Day comes. Something that was previously considered a decision made in privacy
hence, curtains on Election Dayis now admitted openly with pride on social media.
Swing States
With smart use of advertisements by targeting the majority demographic of swing states, we can
secure the public vote. Ive analyzed the political structure of the two swing states Colorado, and
Ohio. Coloradowho won the democrat vote in 2012holds a median household income of
$59,448, and a poverty level of 13.1%. Ohio holds a median household income of $61,37, and a
poverty level of 25.9%. Its clear that these state represents the average Americanmore or less
based off of the median household income. To make sure Colorado and Ohio is secured, you
will need endorsements from the middle and lower class of these states. It would be ideal to
make your advertisements in both Ohio and Colorado represent that youre for the average
American. Statistics also show that 90.4% of Colorados residents have an education level of a
high school degree or higher, while Ohios is about the same at 88.3%. To appeal to both of these
states, a wise choice would be to focus on improving the current costs of educationprimarily
college so that current and future graduates will not drown in student loans, thus securing both
states vote. The current demographic of Colorado is approximately 84% Caucasian, followed by
4% Black, and 50.4% of males voting are age 20-54, while females are 48.6%. For Ohio those
numbers are 90.4% Caucasian, followed by 3.4% Black, and the majority voters being 47.8%
male (ages 20-54), and 46.2% female. To build rapport and establish victory in both of these
states, promoting fairness and equality is imperative. It is important to remain vigilant about the
volatility of swing states, so please heed this advice throughout your candidacy.
Mr. Smith, I am confident that if you follow my guidance, you will find yourself sitting in the
oval office after your inaugural address. With proper advertising, perseverance, and attentiveness
to swing states, your victory will be ensured. Incorporating these successful and proven methods
that were utilized by Obama into your campaign are of top priority. I have no doubt that you will
gain the support of the citizens of America.

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National Center for Biotechnology Information, U.S. National Library of Medicine, The
Associated Press
"American FactFinder - Community Facts." American FactFinder - Community Facts. Web. 11
Apr. 2016. Available: http://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
"Obama Spent 10 Times as Much on Social Media as Romney." PBS. PBS, n.d. Web. 08 Apr.
2016. http://www.pbs.org/video/2305745720/