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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. it's aimed at these swing states and they have been very confident, their polling show that those ads work and their attacks work, they intend to keep it up, and they're going to keep it up until election day, especia...

About what a stinky poo you are. you've never heard these charges before. and people are by the thousands saying i don't know if i know this guy anymore. must be something to it. where there's smoke there's 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. we're talking about the tactics for fund raising. and now all you really need is that one big sugar daddy. and that person is sufficient to be able to give money through an out...

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, he saw somebody, a president, doing that, he wouldn't look up and go, oh, i can't believe it. but he...

People will question the credibility of the candidates themselves for say they have nothing to do with it. >> but these ads work. whether you're 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, they're popular because they work. >> negative ads are doing because they work. lo and behold these things come out. the santorum commer...

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 he's 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 nothing has stuck. that's why they are doing anything they can all last-ditch efforts here in south c...