The Dems intentionally demonized Romney and did it a lot while Obama went to the un-informed and ill-informed and convinced them to buy his rhetoric. Look at where Obama campaigned, college campuses and big population centers. It worked! The Republicans have to improve their MESSAGING, not the message or messenger. It was all about what was heard and the Dems got their talking points out there better to the folks who don't pay attention, which sadly is a majority of the voters. It also helped the Dems that the mainstream media perpetuated their rhetoric.