Romney said no one's taxes should go up in uncertain economic times. In addition, he proposed a 20 percent cut across the board in income tax rates but said he would end or curtail a variety of tax breaks to make sure federal deficits didn't rise.
The differences over taxes, the economy, Medicare, abortion and more were expressed in intensely negative advertising.
Obama launched first, shortly after Romney dispatched his Republican foes in his quest for the party nomination.
One memorable commercial showed Romney singing an off-key rendition of "America The Beautiful." Pictures and signs scrolled by saying that his companies had shipped jobs to Mexico and China, that Massachusetts state jobs had gone to India while he was governor and that he has personal investments in Switzerland, Bermuda and the Cayman Islands.
Romney spent less on advertising than Obama. A collection of outside groups made up the difference, some of them operating under rules that allowed donors to remain anonymous. Most of the ads were of the attack variety. But the Republican National Committee relied on one that had a far softer touch, and seemed aimed at voters who had been drawn to the excitement caused by Obama's first campaign. It referred to a growing national debt and unemployment, then said, "He tried. You tried. It's OK to make a change."
More than 30 million voters cast early ballots in nearly three dozen states, a reflection of the growing appeal of getting a jump on the traditional Election Day.