So Rasmussen has a poll showing McCain up by 5% in Ohio, GWU\Battleground has a poll showing McCain up by 1% nationwide,Reuters Zogby has McCain up by 5% nationwide. For all those Obama supporters who do not like bad news, just keep saying to yourself that polls don't matter and that young voters will make all the difference and that we have the power, etc. For those who do see an issue with the fact that Obama has been on mostly a downnward slide (poll wise) since he got the nomination, see below. I've worked on campaigns before, although nothing like a prez campaign, and have studied campaigns and elections, so I feel I do have some good suggestions.
I approach these things like a doctor. In order to try to fix the problem, you gotta identify the problem first. What I see as the problem is that McCain has successfully identified Obama as an out-of-touch celebrity. This started with the Britney Spears\Paris Hilton ad. We can all agree that the ad was very corny and juvenile. However, it is an ad that people will remember and it got the point across. I cannot think of an ad that Obama has put out that has been as rememberable and effective. So the lesson is that just because an ad is stupid doesn't mean that it is not effective.
So while Obama has been successfully identified as out-of-touch, Obama has had trouble identifying McCain in a negative light. For one thing, Obama needs to stop identifying McCain in a positive light, like he frequently does when he says McCain is a true national hero, etc. There's no need for this. Second, Obama needs to find a theme and stick with it. I personally think Obama needs to make a stronger link between McCain and Bush. Every ad should have a picture of them two together. Second, start focusing on the economy and not so much on national security. Reuters had McCain actually winning on the question of who would be better able to handle the economy.
As far as strategy, Obama needs to be careful not to spread himself so thin by advertising in states that have been an uphill climb from the beginning, like Georgia and Indiana. We do not need to win these states if we win more other states that we were more likely to win from the beginning (Ohio, Florida, etc.)
Lastly, go negative in a strong way. Quesiton McCain's character and his honesty and integrity. Obama should save his high-minded ideals for when he's president.