Reagan-Bush '84

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


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.



Norton, J. (2017), "Reagan-Bush '84", Darden Business Publishing Cases.

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University of Virginia Darden School Foundation

Copyright © 1987 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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