Memorandum

To: Candidate Smith

From: Min Myint
Date: June 21, 2015
Re: Upcoming election
In the 2012 election, Candidate Obama won the election because he was
able to attract his voters by using very clever strategies. One of the
strategies that he used during the election was social media and other online
advertisements. Both Obama and Romney are trying to change the United
States for the better. Romney focused on the economic but Obama focused
on the people. Obama focused on changing education, Medicare and the
middle class. So, I would suggest Mr. Smith to focus on the people, as the
people are what make the country running. Its important that their voices
should be heard and their needs should be fulfilled.
Analysis of Media Campaign
Commercials from both Obama and Romney show how they want to
change the United States economically and politically. Each commercial
contains information about the candidates campaigns. One thing for sure is
all of the commercials are interesting and informing. It was very hard for a
regular person like me to decide which candidate is better or not.
For the Obamas commercials, they were very well informed. The
combination of his speech, background music and cheering of the crowds
made his commercials motivating. Its motivating because of the transition of
the music. Obamas tone during the beginning of the speech is normal and
background music was slow. As the content of the speech starting to get
more intense, Obamas tone has increased and the background music
became faster. Thats what I notice in most of the Obamas commercials. The
commercials started slowly and when it is about to reach the end, everything
escalated. All of the Obama commercials, I see him going to the public
places and give speeches. He rallied his campaign in the public places.
Sometimes he would go out and have face-to-face conversation with the
citizens. He would sit together with them; shake their hands and giving hugs
too. He listens to the peoples voices. In most of his commercials, he always
mention about training all the workers, educating the kids, restoring
democracy, growing middle class are the things that we wanted to do on his
second term of his presidency. His commercials were really captivating and
watching them never bored me.
Mitt Romneys commercials were also good. They were subtle, short
and they cut to the chase. The producers used different styles and ideas for
Romneys commercials. Those different styles include presenting the
commercials in PowerPoint slides, using piano for slow background music
and. By watching the commercials, Romney seems like a pretty
straightforward guy. Just like Obama, Romney also went across the United

States to give speeches and rallies. Most of his speeches and rallies were
also held in the public places and also at the hangar. What makes Romney
different from Obama is that Romney mainly discussed about bigger and
broader issues like energy independence, religious freedom and small
business economy. He stated that he is going to make North America energy
independence by 2020. At the end of his commercial, he stated that America
needs president like him to fix the issues on economic.
Overall, the commercials were effective in their own unique ways in
persuading people. This is because the videos contain information about why
people should vote Obama for the next term and Romney for the new
president. One last thing that I notice from all of the commercials is that they
include what the candidates are willing to do for the people when they are
elected as the president.
Analysis on 2 swing states
For the State of Colorado, the median household income is $58,433
and percent below poverty level is 13.2%. As for the education, 90.2% of the
population is secondary and post secondary graduate. For the ethnicity and
race, it is divided in two parts that is one race and two or more races.
One race holds 96.6% while two or more races is only 3.4% of the
population. Majority of the one race population is white, which is 81.3%.
Black or African American came in second place, which is 4.0%. American
Indian and Alaska Native population is 1.1%. Asian population is 2.8%. Native
Hawaiian and Other Pacific Islander hold around 0.1% while some other race
are concluded as 7.2%. Total population of Colorado is 5,029,196. 21.3% of
the population is between the ages of 20-34, 28.6% between the ages of 3554, 15.5% for ages of 55-69 and 7.3% for 70+ ages.
For the State of Iowa, the median household income is $51,843 and
percent below poverty level is 12.4%. 91.0% of the population is secondary
and post secondary graduate. As for the ethnicity and race, one race is
98.2% and two or more races is 1.8%. For the one race, white population is
91.3% and African American population is 2.9%. Asian population holds the
third place at 1.7%. American Indian and Alaska Native is 0.4% while Native
Hawaiian and Other Pacific Islander is 0.1%. Lastly, the population of some
other race is 1.8%. Total population of Iowa is 3,046,355. 19.6% of the Iowa
population between the ages of 20-34, 26.4% is between 35-54, 16.3% is the
ages of 55-69 and 10.8% for 70+.
Summary of Obama and Romney Campaign
For the 2012 election, study from Daily Download showed that Obama
spent $47 million dollar on his campaign while Romney only spent $4.7
million on his campaign. This basically shows that Obama spent ten times
more than Romney. During 2008 election, Obama only spent $16 million. In
2012 election, his budget on campaign has dramatically increased from to

$47 million. Obama mainly used Social Media as part of his strategy. It shows
that social media played an important roll during the campaign in the new
age of technology.

Works Citied
Barack Obama, Lets Finish What we Started- OFA. YouTube. Nov 6. 2012.
June 14, 2015 https://www.youtube.com/watch?v=0YdWgWkW_bU
Barack Obama, Today We Fight For Change OFA. YouTube. Nov 6. 2012.
June 14, 2015 https://www.youtube.com/watch?v=cSN6Mg765NA
Mitt Romney, 5 Reasons To Vote For Mitt Romney. YouTube. May 30. 2012.
June 14, 2015 https://www.youtube.com/watch?v=jBxPv8C58dg
Mitt Romney, Lets Win This One For America. YouTube. Oct. 31. 2012.
June 14, 2015 https://www.youtube.com/watch?v=2yhmBM4zd9Q
U.S. Bureau of the Census. Income areas. American FactFinder. 2015. Census
Bureau. Available:
http://factfinder.census.gov/bkmk/cf/1.0/en/state/Colorado/INCOME/MEDIAN_
HH_INCOME (12 June 2015)
U.S. Bureau of the Census. Poverty areas. American FactFinder. 2015. Census
Bureau. Available:
http://factfinder.census.gov/bkmk/cf/1.0/en/state/Colorado/POVERTY/BLW_LVL
_PCT (12 June 2015)
U.S. Bureau of the Census. Education areas. American FactFinder. 2015.
Census Bureau. Available:
http://factfinder.census.gov/bkmk/cf/1.0/en/state/Colorado/EDUCATION/HS_O
R_HIGHER_PCT (12 June 2015)