Low-information voters trend younger and are more likely to be unmarried. They typically remain at least nominally ‘undecided’ until the bitter end, and generally do not read or watch extensive political or news coverage. They may care about economic issues in theory, but the tax rate doesn’t impact their day-to-day existence.

This means that campaigns must develop clear, concise, and punchy messaging, and find a way to integrate it into these voters’ daily lives.

Democrats – Barack Obama in particular – go after these voters with gusto. The 2008 Obama campaign broke ground by advertising on Xbox video games, prompting thousands of stoners to get off the couch and out to the polls. In 2012, when young women visited a beauty blog, they were likely greeted with video ads of Eva Longoria or Scarlett Johansson telling them Obama was fabulous. And lest we forget the infamous ad where Girls star Lena Dunham invited her fellow young women to make their “first time” special with Barack Obama.