1. George Gallup
Expert Interview
Insights About the
Industry of Advertising
By: Allison Causey, Amanda Lanford,
Angela Taylor & Emily Patty

2. Is Advertising Ever-Changing?
The kind of copy that has always worked,
continues to.
It is the copywriters who change.
Stick to the strategies that work.
“We have to keep re-proving old truths in terms of
new products and new markets.”

3. Do Words Make a
Difference?
Not words or
phrases, but ideas.
The message has to
create meaning for the
audience receiving it.
Ideas should be
presented forcefully.
“Ideas: That’s what
distinguishes, perhaps more than
anything else.”

4. What Separates the Good
from the Bad?
Gimmicks get in the way of expression.
Separate the ads with gimmicks from the ads without.
The message shouldn’t have to be skewed to get your point
across.
“They take away from the clear expression of the many things about
products that are of very great interest to the public.”

5. Is Television Most
Effective?
Television provides a
unique advertising
experience because of the
audience but advertising
does not change.
Ads must still be effective
and there is less time to be
tricky.
No time can be wasted in
television.

6. Research Methods
Finding out how the advertising makes the audience
feel is very important.
Knowing the impact will help develop effective future
advertising.
The advertiser must know how much of an impression
was made on the customer.
“…looking at how well the advertising succeeds in making an
impression and doing it in a persuasive fashion.”

7. Evaluation of Effective
Advertising
Set Objectives.
Your strategy should
always sell something.
Find out how much you
are affecting the
audience before you
waste money on an
unsuccessful campaign.

8. Rational vs. Emotional
Advertising
Logic must be present but there must also be
emotional attachment.
Demonstrated products need more rationale,
however, all needs an emotional connection as
well.
“…you need the emotional part because that’s the way human
beings interact, with some type of emotional bond to everything—
people, ads, products.”

9. Positioning
Never create an ad
to position to
everyone.
Segments are
important.
Creative teams are
built around
segments.