Hillary Clinton had lots of money to spend on TV advertising.
Was it spent wisely?
The way I saw it, Trump the candidate may have been erratic, but Trump the advertiser was all about highly effective (for its target audience) message discipline -- whereas Clinton's message discipline was basically, Trump is awful. And I'm your only hope. And Sorry (kinda) about that private email server.
The irony is that the Clinton camp actually did have highly detailed plans of attack regarding the economy, ISIS and more -- in contrast to Trump's silly, empty "I alone can fix it"-style declarations. But, again, the Clinton campaign put all its advertising and messaging eggs in one basket -- one, ahem, deplorable basket -- creating a Clinton-branding vacuum that Trump and his allies were more than happy to fill with relentless messaging about her corruption.