GEORGE GALLUP is executive head of the Gallup Organization, Inc. Author of many books and articles on public opinion research, he has been the recipient of five awards for outstanding achievement, including the Advertising Gold Medal Award -1964 and the AMAâs Partin Award (1965). Gallup developed a survey procedure to deter- mine reader interest in the news and advertising content of news- papers. In 1931 he applied this method to the first nationwide survey of weekly magazines. In 1932 he organized the first full-fledged copy- research department at Young & Rubicam. Born in Jefferson, Iowa, he received his B.A., M.A., and Ph.D. from the University of Iowa and has been awarded honorary degrees from 13 colleges and universities.
Conference papers from the ESOMAR/WAPOR Congress 1957.
A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now identify those campaigns which are most effective in moving goods and those which are least effective. And having these data, we can analyze advertising campaigns objectively and systematically to learn the basic principles that govern advertising failure and success. Since we are interested primarily in what makes people buy - in the relationship between advertising stimulus and buying behavior - we have called this research development ACTIVATION.