Mitt Romney, "No Laughing Matter" (radio ad

What it says: “Vice President Joe Biden said it: 'We don’t need more M1 tanks.' And in Lima, Ohio, we heard it loud and clear.”

What it means: Romney is taking on a local Ohio issue — the M1 Abrams tank. The Pentagon wants to freeze refurbishment for three years and redesign the tank, which would save up to $3 billion but mean idling a factory in Lima, Ohio. Paul Ryan has taken on the same issue on the trail. 

Who will hear it: Ohio voters. It's another example of hyper-local campaign targeting.