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