There has to be discipline in the campaign there's a great scene in Braveheart where Mel Gibson's character keeps telling the troops as others are coming charging at them. Hold hold hold. It takes discipline to do that and and the Romney campaign understands they're going to have to be tough. But they also understand the cycle of a campaign and this though the hot weeks of July. Are absolutely the worst weeks to throw your money at the game.

Top Romney adviser and former New Hampshire Governor, John Sununu, talks about the need for patience and discipline in political advertising.