Gallup & Robinson, Inc.
Services that Support Advertising Decisions
Gallup & Robinson, Inc. is an advertising and marketing research firm that conducts surveys to assist advertisers and agencies in studying and achieving advertising effectiveness. Their services include the following.
- Copy Testing
provides insight into the performance of individual advertising executions and campaigns for television, magazines, radio, newspapers, free standing inserts (FSI’s) and direct mail. Teletest is a television commercial testing service. In-View is a survey of invited respondents who view a show in which a commercial has been placed. Magazine Impact Research Service (MIRS) tests magazine advertisements and their impact. FasTrac is a pre-testing service for television, print advertisements, and FSI’s.- Tracking Studies
assess the aggregate effect of a company’s advertising on the market in creating awareness, building knowledge, enhancing attitudes, and stimulating purchase intent.- Concept Testing
gauges the potential of a concept or idea for new advertising before time and money are invested.- Claims Substantiation
demonstrates market reaction to advertising messages or claims.- Spokesperson Testing
looks at how the use of spokespersons and celebrities influence attitudes toward the brand being advertised.- Event Sponsorship
examines the effectiveness of premium media buys (e.g., advertising during The Super Bowl).- Media Research
examines how people think about and use the media.- Custom Communications Research
allows for the design and execution of studies to meet specific client needs.
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Copyright © 1997-1998 Kent M. Lancaster, Media Research Institute, Inc.
All Rights Reserved.
Revised: December 17, 1998.