Gallup is widely known as one of predecessors of advertising research, audience and media research, and marketing research. He has emphasized that advertising should be informative and appeal to consumer needs. Gallup always insisted that consumer needs and advertising effectiveness can be measured using scientific research method. From one article and two interviews, we can find out how Gallup thought about advertising and research.

Interview (1953): "What makes a good ad on TV and in Print."

What should advertising provide for consumers?
Gallup pointed out that lots of advertisers are not willing to tell consumers about their products. However, consumers need to be informed of all about their products that they can buy. They read advertisements because they want to know what's for sale and what are the benefits they can acquire from the purchase. Gallup insists that copywriters need to search out newsy things about products. A new price, a new product, and a new ingredient are news. A way of making a product stronger is news. There are many things about products that relate to the benefits to be attained from buying them that are newsy.

How to present news and brand benefits in print ads
Gallup is saying that brag and boast copy is not effective, regardless of how many so-called magic words are scattered all the way through it. He advised to avoid using "ad-y" words and superlatives in advertisements, such as "finest," "best by best," and "wonderful." Proof copy that is believable can affect consumer's attitudes and behaviors. According to him, demonstration technique always has been effective. The before-and-after ads are recommendable because of the magic in the idea, the proof of value.

Creative formats of print ads
The tricky ads do not work. Gimmicks tend to prevent idea expression. All kinds of gimmicks should be stayed away from: trick headlines, color just for the sake of adding something extra, unusual typography, excessive use of tint block, copy patches that mutilate a main illustration, crazy pictures that have no relation to the product being sold. Gallup says that these things produce "ad-i-ness."

How to create effective television commercial copy
Gallup proposes that what is important in television commercial is to approach the sales message directly and get into the functional sales argument at once. Audience should be informed of problem and solution. However, the commercial should not offer any immediate promise of a benefit or a problem to solve to the audience. These are the chest-beating, assertive puffery and get none in impact on the audience. A demonstration of problem and solution should be entertaining. The point is to keep the entertainment commercially functional. For example, animation in a commercial is effective because it entertains. It's idea that is important. Animation should be an idea carrier. It may also be entertaining to use celebrity endorsement in the commercial. However, it has to be done functionally.