Obama Infomercial: Smart Or Overkill?

Politico: Strategy Could Backfire If 30-Minute Multi-Network Airtime Is Seen As Excessive

(The Politico)  This story was written by Jeanne Cummings.

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Barack Obama will go on national television tonight and air a 30-minute infomercial about himself and his presidential campaign.

Several political image makers, both Republicans and Democrats, say it’s a smart move. But is there a risk of excess in it, as well?

While Obama hasn’t made many strategic mistakes in his campaign against Republican John McCain, he has, on occasion, shown a weakness for extravagance.

In July, Obama’s visits to Afghanistan and Iraq generated comforting images of the senator with military leaders and Iraqi Prime Minister Nouri al-Maliki. But his trip ended in Berlin with an image of 200,000 fans, mostly Europeans, chanting Obama’s name.

In August, his campaign navigated the minefield of the Democratic Party’s feuding families to pull off a convention that began healing the wounds between the Clinton and Obama camps. Then it came to its conclusion between two Greek columns where a triumphant Obama delivered an acceptance speech to a football stadium crowd of more than 80,000.

Today, Obama is dominating the television ad wars. As of Oct. 22, Obama placed 150% more ads than McCain in Colorado, Florida, Georgia, Missouri, Ohio, Pennsylvania and Virginia, according to the Nielsen Co.

Despite all that, and despite his lead in national and most battleground polls, the campaign decided to plunk down between $3 and $5 million to buy half-hour blocks of time at 8 p.m. tonight on NBC, CBS, FOX, Univision, BET, MSNBC and TV One for delivery of his final argument to the voters.

Could it seem to some voters like overkill?

Republican political strategist Alex Castellanos says that it might. But even his advice is to go for it.

“It’s like football,” says Castellanos. “People may complain that a team is running up the score, but that team is still the one that wins.”

The Obama campaign scoffs at the idea that the infomercial is more luxury than necessity. This is, after all, a campaign scarred by its stunningly lopsided loss in the New Hampshire primary after polls had shown double-digit leads.

On the campaign trail, Obama’s warnings against complacency are taking on increasingly urgent tones. He has vowed to finish the race on offense and the infomercial is a part of that strategy, say advisers.

“With this historic election only a week away - and John McCain’s angry, desperate attacks mounting by the day - we want to make sure every voter heading into the voting booth knows exactly what Barack Obama would do to bring about fundamental change as president,” a campaign statement noted.

Jim Jordan, a Democratic strategist, says the broadcast is timed to sway late breaking, undecided voters who can often tighten or determine a close race in the final days.

“There is a discrete segment of the electorate, primarily female, who are late deciders. They care about policy and elections, but they are very, very busy. They actively tune it out until the last week or ten days. Then they go and seek and acquire information,” he says.

The trick, of course, is getting them to watch rather than click away to ABC, the lone major network that won’t air the infomercial, or to some other Obama-free cable TV station.

Politicians have had mixed success at that in the past.

Before this year’s Super Tuesday primary, Democrat Hillary Clinton broadcast a live town hall meeting on the Hallmark Channel. It was watched by 540,000 households or about 705,000 viewers, according to the Nielsen ratings.

A better parallel to Obama’s strategy could be Independent candidate H. Ross Perot, who aired 15 infomercials in the 1992 presidential campaign.

Perot’s programs drew an average audience of 11.6 million viewers, or 4.6 percent of viewers nationwide, according to Nielsen. His one simulcast on ABC and CBS on Nov. 2, 1992 attracted 26 million viewers, Nielsen found.

Ken Golstein, director of the Wisconsin Advertising Project, said Obama may not draw as large an audience as Perot.

“Ross Perot was sort of new on the scene. People hadn’t heard of him,” said Goldstein. “I’d be surprised if there are a lot of undecided eyes or passive viewers watching the Obama video. It could be a lot of Obama house parties.”

But Goldstein and Evan Tracey, founder of Campaign Media Analysis Group, which tracks political advertising, said the real benefit to Obama could be simply the attention the infomercial draws from the mainstream press.

“It probably locks up 24 hours of the news cycle,” said Tracey. “It’s going to suck a lot of oxygen out of the room.”

Adds Goldstein: “John McCain’s only chance is to disqualify Barack Obama. He has seven days. Every day that people are talking about Barack Obama’s infomercial is a day that John McCain isn’t getting his message out.”

The biggest risk in airing the infomercials, according to the strategists, is that Obama could irritate people by interrupting their regular television viewing habits.

Joe Lockhart, a Democratic strategist, says that is less of a risk today given the hundreds of television shows to watch at any given hour.

“If this was 30 years ago, you’d be running a big risk that people who don’t want to watch it would be mad,” says Lockhart.

“The benefit is you get to make your closing argument in a dramatic way without the filter of the media. It gives you more context and texture than a 30-second or 60-second ad,” he adds.

Mike Murphy, a Republican strategist who was once a McCain adviser, agrees. “I don’t see any risk at all,” he said in an e-mail. “I’ve been urging McCain high command to do a TV show too, but….”

McCain, of course, could air his own show. Under federal law, if he sought to buy equal time, the networks would be required to sell it to him.

His problem is money. Unlike Obama, who has collected more donations than any other general election presidential candidate, McCain would be forced to pull money from a battleground state in order to pay for the national infomercial.

It’s that imbalance in resources that might touch the overkill nerve in some viewers and voters.

But Goldstein can’t imagine such a worry is even a factor in the Obama camp.

“Campaigns tend not to worry about overkill,” he says. “Campaigns, by definition, are overkill.”

[mitch5511]

As someone who donated to the Obama campaign, I was happy to see Obama spend the money towards a very well put-together infomercial. It spoke directly to the heart of his campaign and who he is. I do believe it was a brilliant strategic move.

[pakaal]

NEEDERBAUER: "This guy wants to be our President and control our government."

Very good, the President is the person at the head of government, gold star on your forehead for that.

I''m beginning to understand why Bush still has a 29% approval rating. Some of you folks are simply so distanced from reality the facts barely get through at all.

I expect Obama''s upcoming landslide EV victory AND overwhelming popular vote win will be put down to Al-Qaeda and Socialists, or whatever bull$#it y''all are spinning this week. Good luck with that, and God Bless America!

[smoothstone5]

Obama says himself this race is not over.He is telling everyone to go vote. God willing he will win!

[numberone112]

Give me a break. The people in this world are crazy. Go vote on Tuesday and I hope that your choice wins. The rest of the world is watching and laughing at us. If you want the same for another 4 years than vote for the old man and the winker if you want change than vote obama and biden. No matter who wins it will take years to fix this mess that we are in now. The country needs a new direction period.

[car313-2009]

sukitobamy

McSame.and Moose Palin.....stupid beyond words or deads....

and goats on the lawn...sure better then the republican crooks the last 8 years...

Nov 4....God Bless America

[mcfinished]

jgg0001 at 08:56 PM : Oct 29, 2008 wrote:

"if flip flops are lies, Obama''''s out-lied mcCain.
This part week alone "anybody making over 250g''''s" has gone down to 200, and now it''''s down to 150g''''s."

McCain''s flip flops are separate to his lies - but they amount to the same.

The McCain''s flip flops that concern me relate to his ever changing stories based on the people he is speaking to.

What *really* concerns me is that it could simply be his mind slipping in and out of reality.

[mcfinished]

jgg0001 at 08:59 PM : Oct 29, 2008 wrote:

"dunno, how many goats''''ll fit on the whitehouse lawn?
coupla hundred at least. Throw in a coupla huts for the fam, it''''s a party."

I guess if McCain wins, he''ll open up a bunch of casinos for that gambling addiction he has, along with a recreational NVA Prison so guests to the Whitehouse can be reminded of McCain''s Vietnam holiday.

That or a brothel.

[jgg0001]

jgg0001 at 08:53 PM : Oct 29, 2008 wrote:

"when obama moves the goat herd to the white house lawn, I''''m soooo there."

LOL - so tell me, how many goats does Obama own?

I''''m guessing none - but I do look forward to your answer.

Posted by mcfinished

dunno, how many goats''ll fit on the whitehouse lawn?
coupla hundred at least. Throw in a coupla huts for the fam, it''s a party.

[jgg0001]

jgg0001 at 08:28 PM : Oct 29, 2008 wrote:

"what "time and time again" promises has he broken?"

You haven''''t noticed his constant flip-flopping?

Wow - you need to open your eyes.

Here - this sums it up quite nicely.

http://www.mccainpedia.org/in
dex.php/Count_the_Lies

Posted by mcfinished

if flip flops are lies, Obama''s out-lied mcCain.
This part week alone "anybody making over 250g''s" has gone down to 200, and now it''s down to 150g''s.

[mcfinished]

jgg0001 at 08:53 PM : Oct 29, 2008 wrote:

"when obama moves the goat herd to the white house lawn, I''m soooo there."

LOL - so tell me, how many goats does Obama own?

I''m guessing none - but I do look forward to your answer.

[jgg0001]

You should join her.

Posted by mcfinished

when obama moves the goat herd to the white house lawn, I''m soooo there.

[mcfinished]

johnfish7 at 08:37 PM : Oct 29, 2008 wrote:

"Is this a desperate attempt by a muslim radical to win this election at any cost???? I am really scared about what would happen if a muslim radical was to become leader of this country."

I''m scared that someone as stupid as you are can still breathe.

[mcfinished]

jgg0001 at 08:28 PM : Oct 29, 2008 wrote:

"what "time and time again" promises has he broken?"

You haven''t noticed his constant flip-flopping?

Wow - you need to open your eyes.

Here - this sums it up quite nicely.

http://www.mccainpedia.org/index.php/Count_the_Lies

[mcfinished]

jgg0001 at 08:27 PM : Oct 29, 2008 wrote:

"yes, I like palin. Do I think she had a wardrobe that would present her on a global stage? no. I have no problem with the clothes for her, or her family.
As for reality, McCain has security clearance. Obama would be denied. That''''s a fact. The killing children just sounds good to you to try and prove your point. I don''''t buy it."

I have seen Palin before she was nominated for VP, and had absolutely no problem with her clothes - in fact, she looked great.

I do, however, have a problem with Palin and her policies, and lack of intellect.

In regards to McCain, McCain had security clearance before he became engaged with the Mafia and his group of anti-communist, anti-semite neo-nazis terrorists.

If he applied for security clearance today, he would not get it.

The fact remains that you can''t attack Obama on his policies, so you attack him on innuendo from his past that has been distorted and twisted.

In short, you have nothing except lies and deception.

And lies and deceptions will not McCain this election.

Obama will be President - McCain will be forgotten and past it, and Palin will be sent back to Alaska.

You should join her.

[slayrre007]

This country is pathetic. How can anyone with a brain vote for the anti-American anti-Consitution hypocrite Barack Obama.

If anyone of you had a child who consistenly hung around extremely bad influences.... you would DEFINATELY NOT reward your child. Yet... you same idiots are willing to overlook the horrendous people Barack has accepted into his life both personally, politically, and spiritually because you don''''t like the economy and are too stupid to look past the political RHETORIC that has been spoken by every politician since the beginning of time... "I will bring Change"... are you f''n kidding me...???

I dare anyone of you Barack cool-aid drinking idiots.... to show me significant evidence that he has done ANYTHING in his brief political career to back up the CHANGES his mouth has been spouting off since the start of the primaries.

The guy is a fraud and the pied piper of lies... and so many stupid people in this country are willing to close their eyes and follow his music. Not suprised considering this country was stupid enough to LISTEN and then VOTE George W Bush into office TWICE!

NO experience managing an economony on any level, NO foriegn policy experience, and very questionable allegiances... so lets make him President! HAHAHAHA.....

[jgg0001]

Really? That''''s another good reason to not vote for McCain - he''''s broken his promises time and time again.

And so has Palin - heck, all politicians do.

So I guess I''''ll have to support the one that will do the best for the country - and that is Obama.

Posted by mcfinished

what "time and time again" promises has he broken?

[jgg0001]

I thought you liked Palin, and yet, here you are, insulting her by stating that she only has "camoflouge and mukluks" (sic).

Don''''t you think she already owned decent clothing, or do you think that Alaskans only wear "camoflouge and mukluks" (sic)?

And if you want to talk about Security Clearance, let''''s talk about McCain''''s past affiliations.

There''''s his mafia connection, his connection with a group of "anti-communist" supporters that had links to Neo-Nazis, death squads and anti-semites.

And you want McCain to be President?

I guess you don''''t mind someone who contributed to the murders of innocent men, women and children in Central America.

Posted by mcfinished

yes, I like palin. Do I think she had a wardrobe that would present her on a global stage? no. I have no problem with the clothes for her, or her family.
As for reality, McCain has security clearance. Obama would be denied. That''s a fact. The killing children just sounds good to you to try and prove your point. I don''t buy it.

[mcfinished]

jgg0001 at 07:58 PM : Oct 29, 2008 wrote:

"To some people,your word is your bond.

Just a reminder that if Obama hadn''''t broken his word and his bond, tonight''''s informercial would not be possible."

Really? That''s another good reason to not vote for McCain - he''s broken his promises time and time again.

And so has Palin - heck, all politicians do.

So I guess I''ll have to support the one that will do the best for the country - and that is Obama.

[mcfinished]

jgg0001 at 07:50 PM : Oct 29, 2008 wrote:

"seriously, you didn''''t pay one penny for palin''''s clothes. And would you have preferred she appear on a global stage in camoflouge and mukluks? Personally, I want her to look the best that she can.
As for "tarnished" you''''ve got to be kidding. Obama couldn''''t get a security clearance based on his past associations."

I thought you liked Palin, and yet, here you are, insulting her by stating that she only has "camoflouge and mukluks" (sic).

Don''t you think she already owned decent clothing, or do you think that Alaskans only wear "camoflouge and mukluks" (sic)?

And if you want to talk about Security Clearance, let''s talk about McCain''s past affiliations.

There''s his mafia connection, his connection with a group of "anti-communist" supporters that had links to Neo-Nazis, death squads and anti-semites.

And you want McCain to be President?

I guess you don''t mind someone who contributed to the murders of innocent men, women and children in Central America.

[slayrre007]

This country is pathetic. How can anyone with a brain vote for the anti-American anti-Consitution hypocrite Barack Obama. If anyone of you had a child who consistenly hung around extremely bad influences.... you would DEFINATELY NOT reward your child. Yet... you same idiots are willing to overlook the horrendous people Barack has accepted into his life both personally, politically, and spiritually because you don''''t like the economy and are too stupid to look past the political RHETORIC that has been spoken by every politician since the beginning of time... "I will bring Change"... are you f''n kidding me...??? I dare anyone of you Barack cool-aid drinking idiots.... to show me significant evidence that he has done ANYTHING in his brief political career to back up the CHANGES his mouth has been spouting off since the start of the primaries. The guy is a fraud and the pied piper of lies... and so many stupid people in this country are willing to close their eyes and follow his music. Not suprised considering this country was stupid enough to LISTEN and then VOTE George W Bush into office TWICE! NO experience managing an economony on any level, NO foriegn policy experience, and very questionable allegiances... so lets make him President! HAHAHAHA.....