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Article: Gallup helps companies determine what makes a bad ad. (Originated from Knight-Ridder Newspapers)
- Article from:
- Knight Ridder/Tribune News Service
- Article date:
- February 14, 1994
- Author:
CopyrightCOPYRIGHT 1994 Knight-Ridder/Tribune News Service. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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WICHITA, Kan. _ Next time you're scrounging for the remote control while television advertisements about hemorrhoid cures and headaches rage louder and louder, stop.
Take a deep breath.
Now ask yourself: Exactly what is it that makes television ads so offensive?
Before you blurt out a profanity and resume the search for the remote, consider a few principles that the Gallup Organization, an opinion-research company based in Atlanta, uses when asking the same question more scientifically.
Gallup makes good money determining what makes ads bad and, on the basis of that information, determining what makes ads better.
Jacques Murphy, a senior vice president ...