In TNR, Treading Water: Why the Obama Campaign is Doing Worse Than It Seems:
The playbook is clear: A barrage of negative advertising to define your opponent before he can define himself; a stream of issues and events to mobilize your base; and a meticulous ground game to squeeze every last vote out of the base come November. As for the small number of voters who haven’t made up their minds already, you don’t try to argue that they’ve never had it better, but rather that the other guy is unacceptable. In the end, you win a narrow victory by default. Sure, you haven’t really confronted the country’s deepest problems. But there’ll be plenty of time to deal with them next year.