Vendor Image

Reagan-Bush '84

Norton, John

Case

Reagan-Bush '84

Norton, John

M-0340 | Published April 2, 1991 | 12 pages Case

Collection: Darden School of Business

Product Details

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.

0