I give Bush's '04 Campaign and A. Considering outside circumstances, and Bush's presidency, Bush really did a good job. I wouldn't vote for him, but he did a great job winning voters he had no buisness winning. He was a weak candidate, but he ran a good campaign. Overall though, pretty weak field for the most part. It's quite interesting when you think about it, because Reagan, Nixon and Eisenhower were all great candidates who ran great campaigns.
Are you serious? Bush had the benefit of the largest terrorist attack on domestic soil nine months into his Presidency, two resulting wars, and a popular stance on the hot-button social issues of the day. The fact that he couldn't win 51% of the vote with everything in his favor belies the ineptness of the Bush '04 campaign.