Money

The need for money to maintain a political campaign is greatest during the early stages as lack of money is the reason most drop out. Once the nominees are determined the need for money is of less importance as was shown in the last election where Hilary Clinton spent twice what Trump did $1,191 million vs $646 million of which Trump himself donated $66 million. In most campaigns having a clear message is important but this coming election the policies may take a back seat to just voting against Trump. The economy, which is normally a top issue, is good so it will be less important. People are more motivated by what is wrong. The saying goes that people are passively for and actively against.