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The Last Word

The problem that could have brought down Obama’s reelection campaign

The message that President Obama and his team tried to sell during his re-election campaign hinged a lot on likeability and the economy, but one of the key strategies in winning a second term was the campaign's advertising: both the crafting and the targeting ads. MSNBC’s Lawrence O'Donnell talks with Richard Wolffe about his new book on the 2012 Obama campaign, titled "The Message."

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