President Joe Biden‘s campaign is considering various strategies to expand its non-traditional $25 million advertising budget for the upcoming election, due to the president’s dissatisfaction with his low polling numbers in key states.

Despite some advisors’ reservations about using funds for advertising rather than staffing or saving money for next year, Biden approved the initial television and digital campaign.

However, some Democrats are skeptical and think that the positive messages in Biden’s ads are disconnected from the financial challenges facing voters.

The president’s chief counselors are in agreement with the strategy and are satisfied with the initial reactions to the ads from the key targeted audiences, despite the polls not showing any significant change.

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They view the criticism as the usual pessimism from professional Democrats – they are reminding the critics – was disproven in the 2022 midterm elections when Democrats, led by Biden, surpassed predictions.

Additional advertising budget decisions are anticipated in the next few weeks.

Biden’s decision to adopt advertising early on, despite it being different from how past reelection campaigns were run, was due to significant initial fundraising. The approach to field organizing, according to his team, was also more streamlined.

The ads have been instrumental in testing various sales pitches targeted towards specific groups such as black and Latino voters. In addition, an upcoming organizing campaign starting next month in Arizona and Wisconsin will complement these efforts.

Gallup has reported that Biden’s national approval ratings at this point in his presidency are similar to those of Donald Trump and Barack Obama. However, sources have revealed that in private conversations, Biden has expressed concern about his low poll numbers and believes that his age may be a contributing factor.

The president’s team has suggested that traditional measures of presidential approval and favorability may not carry as much weight in the upcoming 2024 elections as they have in the past due to changes in the media environment and the polarizing candidacy of Donald Trump.

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