Reagan-Bush '84
Norton, John
Reagan-Bush '84
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.
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