What are the limits to incumbency advantage?

Executive control and experience: - Presidents are answerable to leadership failures - Obama over health care reform, for example - or the failing economy under George H.W. Bush Name recognition and media attention: - Others can exploit the media - TV debates allow challengers to impress on voters their advantages over a president - Reagan 1980 - "are you better than you were four years ago Electoral resources and experience: - Money doesn't guarantee success - Jeb Bush, raised record sums in 2016 - Popularity may raise more money Primary challenge: - Bush won a primary challenge in 1992, but lost the election - may give a challenger the opportunity to show political strength and to take media focus away from an incumbent