George Gallup
Brittany KirbyMonday, May
23, 2011JOMC 279
What exactly did you read?
Because of Dr. Gallup’s Thesis
• Ads on the comic’s page• Ads that featured cartoon characters• Advertisers probe into the subconscious
mind
• Worked as a journalism professor• The head of marketing and copy research for
Young & Rubicam advertising firm out of New York
• In 1935, he founded the American Institute of Public Opinion. Now, The Gallup Organization
Research as a Profession
Dr. Gallup’s Research
• Reading and Noting–Also known as Recognition –Measured recognition and recall of ads–Used in the first national survey of
magazines to find out which ads attracted the most attention
Measuring Recognition
• Does the reader:1. Remember seeing the ad?2. Associate the ad with the advertiser’s
name? 3. Read at least half of the copy?
Dr. Gallup
V.
The Literary Digest
Dr. Gallup
V.
The Literary Digest
125,000 Samples
2.3 Million Samples
Sample Size
Dr. Gallup’s Sample
• Based on–Age–Gender–Race– Income–Place of Residence–Political Affiliation
Literary Digest’s Sample
• Based on–Telephone Directories–Auto Registration Lists–Rosters of Subscribers
George GallupResearch
Just to name a few