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Unformatted text preview: They are also essential to presidential candidates, as they accurately measure the effectiveness of various political strategies employed by their campaigns. In addition to his polls, George Gallup made significant advances in the advertising industry. His methods of direct advertising in television and print media increased consumer awareness and brand recognition. He advocated entertainment value in commercials but discouraged gimmicks like excessive animation. He felt that the audience needed to be informed of the problem they faced and the solution that the advertised product provided. He urged advertising agencies to refrain from throwing out unrealistic guarantees and to simply provide consumers with a possible problem they may face, the ways in which their product can help, and the price. "Professor George Gallup". School of Thinking. November 26, 2007 <http://www.schoolofthinking.org/who/george-gallup/>....
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