Politics & Government

May 23, 2014

To win or not to win: Campaigns can hang on a few words

Earlier this year, Republicans set up focus groups in two key swing states, Ohio and New Mexico. People were asked about Republican positions on volatile issues such as energy policies, student debt and school choice. The party then organized groups of specific constituencies – unmarried women and bilingual speakers – that it has had trouble wooing. And it tested ads. The final result: “Create Your American Dream.”

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