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mike: thanks for watching. we will see you back here in a few hours. [captioning performed by the national captioning institute, which is responsible for its

>> today on "matter of fact," -- what will you remember about the question mark valerie jarrett about -- final year in office? valerie jarrett talks. and, what campaign ads send you racing for the remote? election day. how to win the women's vote.

welcome to "matter of fact." in a gut-wrenching moment, and perhaps one of the most important speeches of his presidency, barack obama spoke from the east room of the white house on tuesday and reignited the debate over guns with much emotion. but will his passion be enough to sway a skeptical congress? i asked the president's senior advisor, valerie jarrett. valerie: we think they will be effective tools. of course, the best solution would be for congress to act. and, as you know, three years ago, in the wake of newtown, there was a very ambitious effort to try to get congress to act. 90% of the american people supported the sensible steps that were embedded in that legislation, but unfortunately they didn't. and so, in the wake of oregon, the president said to his team, look, we're losing 30,000 people a year. so it isn't just the mass murders that we see but each day on the streets of towns and cities, large and small, people are dying. fernando: now, there's a lot of

that there's, in some cases, a super-majority of americans supporting these kinds of measures, specifically expanded background checks. why the controversy then? valerie: well, there shouldn't be one. there really shouldn't be one. but what we have recognized in washington, all too often, is that special interests have a stranglehold on certain members of congress, and in this case it's the nra. and they spend a great deal of time, money and energy trying to ensure that we don't take reasonable steps that, quite frankly, they supported several years ago. when you ask your average law-abiding citizen who has a gun, who went through a background check, well, won't you want to make sure everyone goes through the same background check in order to keep guns out of the wrong hands? people overwhelmingly say yes, and so it's a mystery to us, other than this stranglehold that the special interests have here in washington. and so what the president has said is that we need the american people, the american people to get engaged to say that this is an important issue

counter weight to the special interests. fernando: yet speaker ryan has said that these actions are unconstitutional, or somehow out of order of the constitution. what's the administration's response to that? valerie: well, the attorney general is very comfortable that these fall well within the president's authority. there is no change to the statute. there are exceptions in the statute that if you are a hobbyist or selling your own inventory, those remain. what we've tried to do here is to define more clearly what it means to be in the business of selling guns, and if you are in the business, you need a license and you need to ensure that the people to whom you sell go through a background check. the real theory here is that it shouldn't matter where you sell the gun, it should matter whether you are in the business. and so, whether it's a retail store, or whether it's a gun show, or whether it's over the internet, which is a growing market right now, we want people who sell their guns, in all those venues, to license

people to whom they are selling them are law-abiding citizens. fernando: now, i'm a second amendment supporter, but at the same time, through this process i learned about the internet market, which i had no idea, in my ignorance, that you could actually buy guns through the internet. how could that have been left as a loophole? valerie: how could that be? it's such an obvious loophole to close, and the question you say to yourself is, all rright, -- right, the responsible person goes to the store and buys it, and waits three days. that's not an onerous burden to purchase a gun. and yet, anybody can go on the internet. and as the president mentioned in his remarks, in one internet site alone, over a two month period, they found that one in three people had criminal records. so we know that the guns are falling into the wrong hands over the internet, and so we just want to be as transparent as we can about what the rules of the road are because, frankly, most americans will follow those rules. most sellers will follow them. and if they don't, in the face of us educating them about their

going to face prosecution and the attorney general has made it clear to her u.s. attorneys, the atf has made it clear to their agents that this is a priority. fernando: how concerned is the president about terrorists buying guns on the internet in an unregulated fashion? valerie: well, obviously he's very concerned, and we saw congress is unwilling to restrict guns being sold to people who are on the no-fly list. and so we want to make sure that law-abiding citizens, who are not going to do danger to themselves or to others, have access to guns. and that's what the second amendment guarantees. and all of our constitutional provisions come with some sort of reasonable protections to ensure safety. so, as the president said again in his remarks, we have freedom of speech but you can't go into a crowded theater and cry "fire." we have freedom of religion but, yet, in a church basement or in a sikh temple or in a mosque or a synagogue, we are seeing people who are being attacked because of their religion.

here, like the freedom of assembly, yet you can't go to a movie theater without having it in the back of your mind what might happen. and so we want a society that is protecting our citizens, and that's what the president trying -- is trying to accomplish here, and that's what this is really all about. fernando: president obama will have more to say on his gun control initiative when he delivers his state of the union address on tuesday. >> coming up -- creating campaign ads designed to get you to the polls. are they working? and, republicans versus republicans. is there a civil war in the grand old party? plus --

>> how to win the w fernando: any candidate running for office needs to send a strong message to attract voters. and if you live in iowa, new hampshire or south carolina, you have already seen more than your share of ads.

which will backfire? peter fenn, president of the fenn communications group, has the winners and losers. peter: we are seeing commercials in iowa and new hampshire. fernando: what is your take so far? peter: the closer you get to the election, the more ads you will see, going after the last-minute deciders, folks who haven't quite made up their mind, who are leaning toward one candidate or the other, and no candidate wants to be left out. so it's kind of a war of campaign ads. but i tell you, i think in this cycle ads have played a much less important role than they have in the past. fernando: and what's your theory, why is that? peter: well, i think that the debates have gotten huge audiences. i mean, you know, you get 24 million, 25 million, 18 million people watching these debates. the coverage of the, especially the republican primary, has been

you've watched donald trump go to the top of the heap and stay there without a single commercial. so he's going up in iowa and new hampshire. he throws up his hands and says, i don't know whether i am wasting my money or not. fernando: although he now has a new ad, avery controversial ad which is sort of a spectrum of people he doesn't like. i guess that would be the polite way of putting it. >> the politicians can pretend it is something else, but donald trump calls it radical islamic terrorism. peter: the usual approach with beginning, is to do bio ads. and he doesn't need a bio ad. a lot of candidates don't think they really need bio ads. so what they are doing is they're going right to the hot-button issues. and in this case, it's terrorism. it's immigration. despite the fact that it doesn't appear to be moroccan immigration, where he shows this moroccan footage where he

little problem with that. it's not a very clever ad, visually. if we are comparing ads visually along that genre. if you look at the ad for ted cruz, a lot more impactive. i mean, it's different, it's going catch your attention. you know, women going across in high heels, men in suits, carrying briefcases. making his point a little differently. but that's a more memorable ad. whether it works or not, i'm not sure. but now, what i think you got to do is you got to get away from the traditional ads, and do stuff that's more creative, more impactive, where the visuals are very strong. fernando: and so to that point, kasich's ad, which i think is a really nice ad, in terms of what it communicates.

old-fashioned. >> he lived a hardscrabble life in a rusty steel town. john kasich never gives up. peter i think it's quite : old-fashioned. you see a lot of black and white footage in that ad. the shot of his parents, who were killed in a car wreck. the church where he was kind of brought up. valerie: you know, kasich, i think, compared to the others, needs a little biographical because people don't know much about him. they kind of remember, well, he's a governor. we get that. and maybe a little bit of his congressional record. he did a lot of work on the budget. but they don't really have a three-dimensional sense of kasich. so that one, and it is a 62nd ad. the version i saw which is a little longer. you can get more in it now. he's probably going to flood iowa well. he did flood new hampshire early and his numbers went up, and, sadly, i think, dipped back

>> do not be fooled. any significant division in the republican party leads to the same awful result -- hillary rodham clinton. peter: all of them are trying to outdo one another, being anti-obama or anti-hillary clinton. the interesting thing about chris christie is he is trying to answer a charge, but he goes right off and says, who is going to be hillary clinton? -- beat hillary clinton? this is our job as republicans. it is not a bad message for them. fernando: he is referencing an attack from marco rubio. do people even know what he is talking about? peter: no, what i think what he's doing with that, because they may not have seen or heard much about the attack, i think he's trying to sort of pull some voters away from rubio. he's trying to say, i'm the real

i'm the conservative, moderate, reasonable guy. and not this other fellow. so he's leaving, what i would call the "crazy field," to trump and cruz and trying to solidify that sort of more middle ground. fernando: so far, super pac's are responsible for most of the ad buys seen on air, 81% last year alone. >> up next, down the stretch they come. who can carry the republican banner to victory in iowa, and in november? and -- >> healthcare for everybody is important to me >> women voters speak out, but are candidates listening?

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fernando: in just three weeks, the republican candidates will have a clearer picture of where

as the crowded field forces candidates t ttack further to the right, moderate republicans are worried that a far-right strategy today will doom the party's chances for victory in november. sarah chamberlain is president of the centrist republican group, the main street partnership. how much of the perception, because i know t ts is a very important issue for you and your organization, the perception of the republican party, how much has it changed since trump got into the election? if at all? sarah: it has changed, but i'm not sure if most people consider trump to be the standard-bearer of the republican party. it is kind of donald trump and then the establishment republicans, so i think donald trump is uniquely, which doesn't happen often in a field, by himself. so the things that he talks about are uniquely his, and it doesn't necessarily reflect on the republican party. fernando: what do you make of the tremendous amount of resources that have been spent, primarily on tv advertising, by some of the campaigns -- bush

does not seem to help too much? you could argue that it does help, because he's not at zero. but what's that dynamic about? what do you ththk has changed in that context? sarah: i think that super pac's that are running these ads have done a great job, but i think that politics has changed. it's become much more reality tv, and i think that they've missed that. donald trump in my opinion is like the kardashian of politics. he's out there saying stuff and doing stuff and changing things, and i think that the men and women running these super pac's are not realizing that the country has shifted and they kind of like that. they like reality tv. i mean, that's the best way to describe it. fernando: switching gears a bit, you've beeworking for sometime -- some time now on developing messages and attracting more women to the republican party. what are you doing exactly, and how is it working? sarah: so, we're traveling the country trying to engage women

issues are, because i really want to emphasize -- which gets lost sometimeses- is that all issues are women's issues. we tend to be the care providers for our kids. we tend to be the bill payers at least on a monthly basis with our families. and we tend to be the ones who decide the health care, the education, and take care of our elderly parents. so women have issues that we care about. we've traveled the country, we've interviewed them and we've come back and ininoduced an agenda that's all of their concerns. it's focusing on mental health, drug addiction, 21st century cures which are hopefully helping their parents with medical issues. it has been the most fascinating thing that i've ever done in politics. fernando: so you're doing a great job of trying to bring people together and listen to a different message of the republican party from the center, but you've seen the stats, i've seen the stats. women, especially younger women

themselves toward the democratic