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Case Study| January 20 2017

Reagan-Bush '84 Available to Purchase

John Norton
John Norton
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This case was prepared by Professor John Norton and is based on “The Application of MECCAS to Advertising Strategy Development for the 1984 Reagan–Bush Presidential Campaign,” by John A. Fiedler and Lesley A. Bahner, presented at the 1985 AMA Winter Marketing Educators' Conference, Phoenix, AZ. It was written as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation.

Publisher: Emerald Publishing
Copyright © 1987 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
1987
University of Virginia Darden School Foundation
Licensed re-use rights only. To order copies, send an e-mail to sales@dardenpublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet or transmitted in any form or by any means—electronic, mechanical, photocopying, recording or otherwise—without the permission of the Darden School Foundation.
Darden Business Publishing Cases 1–12.
https://doi.org/10.1108/case.darden.2016.000255
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Case study: Reagan-Bush '84

See also

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:
advertising research, advertising strategy, marketing research, marketing strategy, strategy formulation, strategy implementation, Government/Nonprofit
Copyright © 1987 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
1987
University of Virginia Darden School Foundation
Licensed re-use rights only. To order copies, send an e-mail to sales@dardenpublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet or transmitted in any form or by any means—electronic, mechanical, photocopying, recording or otherwise—without the permission of the Darden School Foundation.
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