"If you're running far behind in the polls and you decide to use comparative advertising, you have to be able to explain to the people why the incumbent shouldn't have then ob."

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Mitt Romney has to convince the American public that they need to do something they're not usually inclined to do - replace a sitting president with a challenger. And unlike in 1980 and 1992, when the public was persuaded to do just that, the incumbent president has not been weakened by a primary opponent.

— William Kristol