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Case
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Reference no. UVA-M-0340
Subject category: Marketing
Authors: John Norton (University of Virginia)
Published by: Darden Business Publishing
Published in: 1987
Length: 10 pages
Topics: Advertising research; Advertising strategy; Marketing research; Marketing strategy; Strategy formulation; Strategy implementation
Share a link: https://casecent.re/p/4386
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Abstract

The media consultant for the Reagan-Bush 1984 campaign identifies his problem as stopping and reversing a strong negative trend in support for President Reagan. The case describes the results of some of the motivational research used and introduces a framework for evaluating advertising strategy. Objectives include introduction to the MECCAS framework for evaluating advertising copy and development of theory-driven communications strategy.
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Abstract

The media consultant for the Reagan-Bush 1984 campaign identifies his problem as stopping and reversing a strong negative trend in support for President Reagan. The case describes the results of some of the motivational research used and introduces a framework for evaluating advertising strategy. Objectives include introduction to the MECCAS framework for evaluating advertising copy and development of theory-driven communications strategy.

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Sorry, this product has no related items.