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>> let's move on to another interpretation. >> here's what i know. i know that everybody, democrat and republican, campaign and noncampaign, has been focus grouping like crazy among undecided, working class white women. >> right. >> especially in places like ohio. but -- in every swing state, and what i'm told is that the republicans found, to their surprise, over recent weeks, that the welfare ad really worked with those women. now, they were surprised, because women don't, as often, respond on the welfare issue, but at a time when everybody's strapped, when everybody's struggling, old resent...

>> let's talk to, howard, about who hears the dog whistle. i heard it. >> your interpretation of the dog whistle is your interpretation. >> let's move on to another interpretation. >> here's what i know. i know that everybody, democrat and republican, campaign and noncampaign, has been focus grouping like crazy among undecided, working class white women. >> right. >> especially in places like ohio. but -- in every swing state, and what i'm told is that the republicans found, to their surprise, over recent weeks, that the welfare ad really worked with those women. now, they were surprised, beca...

In that direction. romney keeps playing it small, doing the small ball stuff. >> they're both playing small ball. what was the last line? >> he said sometimes politics seems really small but this is a really big choice. >> that really taps them. >> and obviously they do a huge amount of focus grouping and testing. >> and spend a lot of money doing it. >> this phrase "an economy built to last," a lot of voters think the boom and bust cycles they attribute to wall street is an attack on wall street in some way. they are trying to drive the motion that the old republican politics are part of this...

Focus grouping people kept saying, i like this president. i believed him, i wanted to believe him the messages that he used i thought were going to work. i don't think heat a bad person. you don't -- politics is so polarizing you don't hear that a lot about somebody still might vote against anyway. romney campaign, they have to be very delicate in the way they go after the president. you hear romney say i think he's a good person i don't think he's done a good job. a $25 million ad buy isn't main or negative it's reflective of the strengths the president has with the american people who still ...

>> you know what, tom? you must be the thinnest skinned guy in america. because you think that's a confrontational tone, then, you know, you should really see me when i'm pissed. >> you've got to explain this. and i'm going to be humble for five minutes. you're the pros. >> he's from jersey, don't forget that. >> why do people love, at least this week, this guy and the way he talks? most people on local television say, the consumer is always right, the bridge is the problem, not you. everything is the problem but you. he's saying to the public, basically, you're part of the problem. >> i think...