Americans Disgusted and Enraged After Viewing New GOP Ad.

-- Ad increases Independents' belief that Republicans are more prepared to fight terrorism --

FLEMINGTON, N.J. -- A new national study among 921 Americans revealed that the majority of Americans were disgusted, enraged and irritated after viewing a new GOP advertisement.

The study was conducted by HCD Research and Muhlenberg College Institute of Public Opinion (MCIPO) during October 23-24, to obtain Americans' reactions to obtain their views on the new GOP Internet ad entitled "These Are the Stakes."

The ad features images and quotes from Osama Bin Laden and other Al Qaeda members predicting more intense attacks and destruction than the 9-11 attacks.

The participants, which included self-reported Democrats, Republicans and Independents were asked to view the ad and respond to pre-and post-viewing questions regarding their emotions concerning the ad.

Among the study findings:

* Among all respondents, more than half (59%) reported feeling disgusted, irritated, enraged and contemptuous. By party affiliation, 65% of Democrats indicated that they were disgusted, irritated, enraged and contemptuous. More than half of Republicans (57%) reported being tense, conflicting and anxious, while 56% of Independents indicated that they were disgusted, irritated, enraged and contemptuous.

* Among all respondents, prior to viewing the ad, 34% reported that Democrats were more prepared to fight terrorism and 32% believed Republicans were more prepared. After viewing the ad, 33% indicated Democrats were more prepared to fight terrorism and 36% indicated that Republicans were more prepared.

* By party affiliation, prior to viewing the ad, 69% of Democrats reported they were more prepared to fight terrorism and 74% of Republicans reported they were more prepared. After viewing the ad, 68% of Democrats indicated they were more prepared to fight terrorism and 75% indicated that Republicans were more prepared.

* Among Independents, prior to viewing the ad, 17% indicated that Republicans were more prepared to fight terrorism and 19% believed Democrats were more prepared to fight terrorism. After viewing the ad, 29% indicated that Republicans were more prepared and 20% indicated Democrats were more prepared to fight terrorism.

Respondents were also asked to indicate their level of believability of the ad on a scale of 1-7, with 1 being extremely believable and 7 not at all believable. In addition, they were asked what message was communicated in the ad.

* Among all respondents, the average believability rating was 2.8. The Republicans average rating was 2.1, compared to 2.9 for Independents and 3.4 for Democrats. Democrats found the ad less believable than the other voter segments.

* Among all respondents the most cited message communicated by the ad was "to encourage the public to vote in the November 7 election" (54%). A similar percentage of Independents 51% indicated that the message in the ad was to encourage the public to vote. Among Democrats, 59% reported that the strongest message in the ad was "to scare the American public." Sixty-six percent (66%) of Republicans reported that the message in the ad was to raise the awareness of the importance of national security.

Editors/Reporters: For more information on the poll, or to speak with Glenn Kessler, co-founder, managing partner, HCD Research or Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion, please contact Vince McGourty, M&M Communications, Inc., at [phone] or ([e-mail]).

HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. HCD Research is also the developer of hcdhealth.com, a web site for health care professionals. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at 908-788-9393. Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues.