To: Presidential Candidate, Smith

From: Danniel To, Campaign Consultant

Date: 23 Nov. 2014
Subject: The breakdown and analysis of the Obama vs Romney campaign in 2012 and the
statistics of swing states.
The purpose of this memo is to learn about the election. This is a campaign analysis of
Obama and Romney campaign commercial ads, how these two candidates portrayed each
other on the ads, and the statistics of a couple of swing states about their income, poverty, race
and ethnicity, and age population.
In one of Obamas commercial ads, Understands, Obama attacks Romney by stating
that Mitt Romney does not understand what his actions are doing to people. In the campaign
video, it says Mitt Romney and Bain Capital made millions for themselves, and then closed a
steel plant. This message shows that republicans are about business and they do what they
must to make money.
Another campaign ad from Obama, Firms, Obama attacks Romney by stating the kind
of man Romney is. It states that Mitt Romney ships jobs to Mexico and China, makes millions
from foreigners due to low or no taxes, and states that Mitt Romney is not the solution. What
this means is that he creates jobs out of country and takes advantage of their laws. Also, in the
campaign ad, it shows Romney singing the American song America, the Beautiful. This is a
crucial part in the video because it shows that Romney wants to help Americans, but the
entire video shows that his incentive is making money from foreign countries.
In one of Romneys commercial ad, Give Me a Break, it shows a graph about how
Obama is the one at fault for making the economy worse. It shows that since Obama was
elected, it resulted in 23 million people being unemployed and that the middle class is falling
behind. What this means is that having Obama will only worsen the state of the economy.
Another campaign video from Romney is Find a Way. It talks if Obama were to be reelected, he would only worsen the state of the economy and Romney would be the solution
because it shows that Romney has cut unemployment, turned a deficit into a fund, and a poll
with 85% democratic legislature. It then states that Obama cant keep his promises and
Romney is the solution.
For one swing state, Florida, their median household income is $47,309 and their
poverty level is 15.6%. Whereas their education, Florida has a 85.8% of people having a
secondary and post-secondary education. Florida consists of 76.5% White, 15.9% Black or
African American, and 2.5% Asian. Their age group of males for 20-34 is 19.5%, 35-54 is 27.5%,
55-69 is 16.9%, 70+ is 11%. While for females, the age group of 20-34 is 18.2%, 35-54 is 27.2%,
55-69 is 18.1%, 70+ is 13.7%.
The other swing state, which is Virginia, their median household income is $63,636 and
their poverty level is 11.1%. Whereas their education, Florida has a 86.9% of people having a

secondary and post-secondary education. Florida consists of 69.6% White, 19.5% Black or
African American, and 5.5% Asian. Their age group of males for 20-34 is 21.4%, 35-54 is 28.9%,
55-69 is 15.6%, 70+ is 7%. While for females, the age group of 20-34 is 20.1%, 35-54 is 28.9%,
55-69 is 16.4%, 70+ is 9.6%.
In the video, Obama Outpaces Romney in Social Media Campaign, they talked about the
uses of social media in their presidential campaign. Both candidates used social media to relay
their messages to voters. Obama discussed about immigration, women, veterans, and the
economy while Romney discussed about healthcare, veterans, and the economy. Though
Romney won battle on veterans by 2,147:1005 and economy 1,186:361, Obamas discussion
about immigration and women has shown a significant amount of supporters that would help
him take the victory. The output use of social media has led Obama to win because he used
social more compared to Romney. Obama used Facebook, Twitter, Pinterest, Tumblr, Spotify,
YouTube, Google+, Flickr, and Instagram; while Romney used all of the following except
Pinterest and Instagram. The result of using social media has shown that the person who uses
social media more would gain more supporters.
Work Cited
""Understands"" YouTube. August 7, 2012. Accessed November 24, 2014.
http://www.youtube.com/watch?v=Nj70XqOxptU.
"Obama for America TV Ad: "Firms"" YouTube. July 14, 2012. Accessed November 24, 2014.
http://www.youtube.com/watch?v=Ud3mMj0AZZk.
"Give Me A Break." YouTube. September 6, 2012. Accessed November 24, 2014.
http://www.youtube.com/watch?v=-21wrrmpxzE.
"Romney Campaign Ad:Find A Way." YouTube. October 22, 2012. Accessed November 24, 2014.
http://www.youtube.com/watch?v=C2YvKdMchp0.
U.S. Bureau of the Census. American Fact Finder. ONLINE. 2012. Census Bureau. Available:
http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml [21 Nov. 2014].