US Politics: Are negative attacks the answer to negative attacks?

In spite of what people say negative advertising effect their view of a candidate that can not be overcome by presenting a positive image of them self, Even when the charges are false it is hard to prove a negative and tyring to do so just gives the lies a bigger audience, and people believe where there is smoke there is fire, Therefore the most effective way of countering it, is to make voters also think badly of their opponent so voters will say everybody has imperfections and Ignore what they have heard about them when deciding who to vote for.