I was mystified by Hillary's advertising strategy. In 2012, with airwave superiority Obama bombed Romney's character, defining the race. Hillary with even greater control of the airwaves, went positive, detailing her work for children. Even her belated negative ads were soft--children watching Trump's greatest bits.
Free media is always more powerful than paid media. Ads work when they focus and amplify free media. Trump was having a bad June. This was an obvious opening for attack ads against Trump. Meanwhile, negative coverage of Hillary continued culminating in FBI Director Comey's harsh words. Positive ads did not move the needle.
Hillary was playing the long game. She does not want a yoyo diet of up and down polls. She was softening hearts and opening minds, to close the sale at the Democratic convention. To paraphrase, James Carville, it's all about the children, stupid. If she can hold most of the Obama coalition, and pick off white married women, she will win handily. The message of the convention: She cares about children and their future, Trump, not so much. Children are the key to unlocking suburbia.
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