Ross Perot Presidential Campaign, 1992 - Reentrance

Reentrance

On October 1, Perot reentered the presidential race, with a desire to further explain his economic plans to the American people. The New York Times commented that Perot's "chances of winning are much less than when he quit in July. His only dim practical hope is to confuse and destabilize the contest." He hoped to spend more resources using paid advertisements than holding traditional rallies to spread his message. During the last month of campaigning, Perot left his headquarters in Dallas only to appear in the presidential debates and seven rallies. One aide later commented: "he wanted to do it just like he could go to the office every day, run for president, and go home and eat dinner." Rather than using professional advisers, Perot employed "political amateurs" whose loyalty was unquestioned. Orson Swindle, whom he had known since the 1970s, was hired as the top aide. Perot's son-in-law Clayton Mulford, who was involved in the early draft effort, was hired as legal adviser. Sharon Holman, who worked for Perot since 1969, was hired as press secretary, and friend Murphy Martin was added as the media chief.

Perot employed a massive marketing strategy, spending $34.8 million to buy half hour and hour segments on major television networks, memorably using charts to illustrate his ideas for the economy. His first infomercial was aired on October 6, and viewed by 16.5 million people. He used two dozen charts and a metal pointer during the ad, explaining that "We got into trickle-down economics and it didn't trickle." He later concluded that "our President blames Congress, Congress blames the President, the Democrats and Republicans blame each other. Nobody steps up to the plate and accepts responsibility for anything." He spent a large portion of the infomercial speaking into the camera while sitting at a desk in front of a bookshelf. Political experts commented that the nature of the ad was groundbreaking. Two days later, an ad campaign was unveiled that included three new 60-second commercials to air on ESPN, CNN and five other cable networks. One commercial entitled "Red Flag" displayed a waving red flag with a background drum roll and the statement: "While the Cold War is ending another war is upon us. In this new war, the enemy is not the red flag of Communism, but the red ink of our national debt, the red tape of our government bureaucracy. The casualties of this war are counted in lost jobs and lost dreams." A second half hour infomercial was shown on October 9.