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Jenna: thankfully no one was hurt. doesnt make it less frightening. >> reporter: can you imagine watching your child up there. jon: im sure the parents were none too pleas pleased. >> reporter: im sure we will hear later from them. jon: a horrible prank goes wrong a high school track star is shot dead by accident. prosecutors are weighing charges in this tragedy. our lyle panel weighs in. plus the centers for disease control and prevention. saving lives by convincing folks to quit smoking. wel...

I.d. calling me to telling me to vote for romney. it was a point of contact. you cant count points of contact. you have to build relationships with the communities. then all the ads work because theyre just validaters. if you just run ads and do robocalls youre going to lose and thats what this party has to learn. >> ken, you found that some republicans are continuing to defend karl rove. now, why? because isnt the overbhem wheming evidence as mr. tyler has just said that he didnt know what he w...

The difficulty is people on the defensive initially is romney ryan ticket specifically paul ryan. the question is will they be able to flip president obama and make it about obamacare? we will see. they have a ton of money to spend. see how the ads work. right now is the pressure is on paul ryan. that is why brit was on him about you are cutting money, they are cutting money. but theirs is guaranteed, yours is not. they have serious questions. >> bret: off the bench, a good pitching -- >> all ri...

Ideas from the romney campaign, about how to produce those jobs, they are thinking well, you know, maybe he is not up to it. the super pacs are running ads but they have been critical of obama. they havent boosted the image of romney. >> bret: romney campaign be l deploy a lot of money soon we expect. your sense of the race? >> obama had a spending edge until now. the ads, huge advantage in advertising especially in ohio. the poll show the ads work. particularly the negative ads. they have been ...

But this is a real problem for him. its a vulnerability, and, you know, the campaign, the obama campaign has been very confident with the attacks on bain. the outsourcing thing is a whole new leg of this strategy. but when they ran those ads, when they attacked him on bain, i mentioned before, the thing about democratic bedwetters, they said, listen, this is not a strategy that is aimed at the elites in washington, d.c. and new york and boston. its aimed at these swing states and they have been ...

Know, the campaign, the obama campaign has been very confident with the attacks on bain. the outsourcing thing is a whole new leg of this strategy. but when they ran those ads, when they attacked him on bain, i mentioned before, the thing about democratic bedwetters, they said, listen, this is not a strategy that is aimed at the elites in washington, d.c. and new york and boston. its aimed at these swing states and they have been very confident, their polling show that those ads work and their a...

About what a stinky poo you are. youve never heard these charges before. and people are by the thousands saying i dont know if i know this guy anymore. must be something to it. where theres smoke theres fire. these ads work, right ken? >> they do work. and they shifted the incentive structure. if you were starting a congressional campaign even five, ten years ago, you would go out and you who schmooze the community. were talking about the tactics for fund raising. and now all you really need is ...

In 88. these ads work. >> look, they are aimed at a very small -- now we are getting into real general election advertising. this is the kind of ad aimed at a very narrow slice of the electorate. i like obama on jimmy fallon, but there is a downside risk to it. and i think donny is right. >> and i agree with you guys. i like the fact that he went on and had a good time. i always go back and channel my dad, who when he was unemployed for 18 months driving all around the south looking for a job, h...

People will question the credibility of the candidates themselves for say they have nothing to do with it. >> but these ads work. whether youre picking up certain things by osmosis, the new research by the associated press finds a direct relationship between votes and these ads, finding three quarters of voters said ads did influence their vote. romney moved ahead in iowa after the super pac launched. you know, when we comes in fourth place in new hampshire, theyre popular because they work. >> ...

Flip-flopped on so many issues. those ads work because they reinforce the negative. >> shannon: newt gingrich was vote fall about the fact that he would not attack -- we talked to him last week. he is now behind some of the toughest attacks he says hes only speak the truth. >> campaigns will say when circumstances change, strategies change that is what we are seeing with newt gingrich and it makes sense. as candidates have tried everything they can to attack rite rite -- to attack mitt romney no...