In Political Campaigns, Do You Get What You Pay For?

by - April 16, 2013

Clearly, this cash advantage did not tip the scales. Stuart Stevens, chief strategist of Mitt Romney’s campaign, argues that the huge expenditures by Republican groups were essentially wasted.

“What we discovered on our side, to our surprise and disappointment, was that there were some superb pro-Romney ads, but there was little impact on voters, not what we would have expected them to have,” Stevens told a postelection colloquium on Feb. 5 at the University of Chicago’s Institute of Politics.

Stevens argued that the “most important answer” in explaining the ineffectiveness of the super PAC ads “was that they were not coordinated with the campaign. They produced ads that were good as they stood alone, but they weren’t directing one message."

NYTimes.com

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