Reagan-Bush '84
Publication date: 20 January 2017
Abstract
The media consultant for the Reagan-Bush '84 campaign identifies his goal as stopping and reversing a strong decline in support for President Reagan. The case describes the results of some of the motivational research used, and introduces a framework for evaluating advertising strategies. The case also introduces the MECCAS framework for evaluating advertising copy and discusses theory-driven communication strategies.
Keywords
Citation
Norton, J. (2017), "Reagan-Bush '84", . https://doi.org/10.1108/case.darden.2016.000255
Publisher
:University of Virginia Darden School Foundation
Copyright © 1987 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.