I'm willing to give the Governor a pass on this one. If he doesn't believe, he can't expect any one else to.
As for the tactics at the end of the campaign, he didn't have a choice. His campaign was such a clusterf**k from the moment the general election started that he planned poorly, executed even more poorly, and in the end he looked desperate because he was: it was the classic case of a kid not studying for an exam she knows is coming.
The money spent in PA, MI, WI, and MN was not done because he thought he could win. Local TV & Radio run the ads for the President, sure. But the
local races start spending their money much later in the cycle because they have so much less to spend. Stations have to run those spots.
If you have a TV station, about 15-20 minutes of every hour are going to be commercials. That is 480 minutes max. So that puts 960 spots of thirty seconds on the air. If the station is a network affiliate, most of that ad time is taken up already with commercials for other programming, national sponsors, etc.... So the local stations may get 25% of that 960 spots or what amounts to 240 commercials of 30 seconds.
Advertisers are only really going to want the percentage of 240 spots that take place between 6 AM and 10 PM so 8 of the hours (1/3 of the spots or 80 of them) are untenable for the campaigns. So that leaves 160 commercial slots. Equal time means you have to make time available to both sides. Obama is there--trust me. So you can only get half of what is left in a binary contest. But there are Senate races, House Races, Local races, referendums, bond elections, etc... So about around 10/15 or so it is no longer binary. So around 10/15 or so, you started seeing money flow to MN, MI, WI, and PA.
Now, if he would have run a campaign to where he had layed some groundwork and truly tried to make it a contest, the "hail mary" in October may have had some legs. But that didn't happen.
This could have been mitigated by advertising nationally on Cable TV. I honestly do not remember seeing one Romney ad on cable TV. And, no, I do not watch MSNBC very much except in the morning. CNBC is on in one of our break rooms where we have our Kuerig (sp?) machines. Never recall seeing Romney on there. Sometimes Bloomberg is on. Not there. The Young and the Restless didn't have many of his ads.
I saw Obama's on quite often.
What I would have done if I were Romney was pick Rob Portman and basically tell him that he is going to campaign 100% in Ohio. Then have Romney stick to 4 states, NC (which he won), FL, NH, and VA. He came close in Florida, lost NH by 5% and VA by 3 percent according to Electoral-Vote.com. If you add those 5 states up, he gets 270. Hindsight is 20/20 I know but the graph in Ohio was this:
The Blue is seldom under the red. It isn't hard to see that the road to the White House that goes through Ohio is narrow. He was much stronger in VA, would have been stronger in Ohio with Portman on the ticket, and could have focused on Florida. Hindsight, I know.