The following is taken from a memo from the advertising director of the Super Screen Movie Production Company.
“According to a recent report from our marketing department, during the past year, fewer people attended Super Screen-produced movies than in any other year. And yet the percentage of positive reviews by movie reviewers about specific Super Screen movies actually increased during the past year. Clearly, the contents of these reviews are not reaching enough of our prospective viewers. Thus, the problem lies not with the quality of our movies but with the public’s lack of awareness that movies of good quality are available. Super Screen should therefore allocate a greater share of its budget next year to reaching the public through advertising.”
Write a response in which you discuss what questions would need to be answered in order to decide whether the recommendation and the argument on which it is based are reasonable. Be sure to explain how the answers to these questions would help to evaluate the recommendation.
Super Screen Movie Production Company claims that the company should allocate greater amount of budget used in advertising in order to increase public awareness of the good quality movies, and suggests several reasons that seem to uphold the author's claim. However, the memo is rife with holes and assumptions and should be eliminated in order for the author's claim to be warranted. Such flaws would be discussed with further details below.
First of all, the author reasons that fewer people attended the Super Screen-produced movies last year which indicates public's lack of awareness. However, there could be other reasons besides lack of awareness that could lead to less people attending the movies. Maybe World cup, which is a celebrated soccer competition and is only held once in several years, was held last year which is much more enticing for the people than movies. Or maybe, there were fewer movies produce by Super Screen, so even though the same amount of people attended for each movie, the total number of attendance seems like it decreased. Besides the two possible reasons mentioned in the paragraph, there could be multiple of other reasons for the cause of fewer people attending the movies.
Furthermore, most of the movies are available online on platforms such as Netflix or Watcha. In circumstances such as now, where many people could have the possibility of getting infected by Covid-19, it would be lethal to attend the movies offline. As an alternative, majority of the people could have decided to watch the movies online, which could seem like fewer people have attended, and are still aware of the good quality of the movies produce from Super Screen. If this is the case the advertising director is making a haste assumption that the public is less aware of the good quality movies compared to other prior years.
Last but not least, the author of the memo assumes that the quality of the movie must be great because more positive reviews were provided than before. However, exactly how many more reviews were positive compared to prior years? If there were only one or two reviews of increase, then the amount would be negligible enough. Also, he/she needs to investigate thoroughly of the ratio of the number of positive reviews and the number of movies produced. Even if the amount of positive reviews increased, if more movies were produced, it may not neccessarily indicate that the movies have good quality. Moreover, there is possibility that the movie reviewers were venal and Super Screen actually paid for them to provide positive reviews regardless of their real judgements.
To sum up, even though the advertising director's claim of having to increase the budget in advertising seems plausible, through thorough investigation and reading the memo from various points of view, it is confirmed that the claim is not maintained with warrant. The author of the memo would have to eliminate the flaws of making haste assumptions and lacking of thorough investigation in order to bolster his assertion.
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Comments
e-rater score report
Attribute Value Ideal
Final score: 4.0 out of 6
Category: Good Excellent
No. of Grammatical Errors: 4 2
No. of Spelling Errors: 5 2
No. of Sentences: 20 15
No. of Words: 503 350
No. of Characters: 2493 1500
No. of Different Words: 221 200
Fourth Root of Number of Words: 4.736 4.7
Average Word Length: 4.956 4.6
Word Length SD: 2.486 2.4
No. of Words greater than 5 chars: 182 100
No. of Words greater than 6 chars: 124 80
No. of Words greater than 7 chars: 80 40
No. of Words greater than 8 chars: 47 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 25.15 21.0
Sentence Length SD: 8.457 7.5
Use of Discourse Markers (%): 0.8 0.12
Sentence-Text Coherence: 0.343 0.35
Sentence-Para Coherence: 0.343 0.50
Sentence-Sentence Coherence: 0.132 0.07
Number of Paragraphs: 1 5
Grammar and spelling errors:
Line 2, column 229, Rule ID: FEWER_LESS[2]
Message: Did you mean 'fewer'? The noun people is countable.
Suggestion: fewer
...es lack of awareness that could lead to less people attending the movies. Maybe Worl...
^^^^
Transition Words or Phrases used:
actually, also, besides, but, first, furthermore, however, if, may, moreover, so, still, then, such as, first of all, to sum up
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 27.0 19.6327345309 138% => OK
Auxiliary verbs: 14.0 12.9520958084 108% => OK
Conjunction : 13.0 11.1786427146 116% => OK
Relative clauses : 14.0 13.6137724551 103% => OK
Pronoun: 19.0 28.8173652695 66% => OK
Preposition: 67.0 55.5748502994 121% => OK
Nominalization: 7.0 16.3942115768 43% => More nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 2544.0 2260.96107784 113% => OK
No of words: 502.0 441.139720559 114% => OK
Chars per words: 5.06772908367 5.12650576532 99% => OK
Fourth root words length: 4.7334296765 4.56307096286 104% => OK
Word Length SD: 2.55093662451 2.78398813304 92% => OK
Unique words: 222.0 204.123752495 109% => OK
Unique words percentage: 0.442231075697 0.468620217663 94% => More unique words wanted or less content wanted.
syllable_count: 800.1 705.55239521 113% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 4.0 4.96107784431 81% => OK
Article: 5.0 8.76447105788 57% => OK
Subordination: 6.0 2.70958083832 221% => Less adverbial clause wanted.
Conjunction: 3.0 1.67365269461 179% => OK
Preposition: 4.0 4.22255489022 95% => OK
Performance on sentences:
How many sentences: 20.0 19.7664670659 101% => OK
Sentence length: 25.0 22.8473053892 109% => OK
Sentence length SD: 51.7975868164 57.8364921388 90% => OK
Chars per sentence: 127.2 119.503703932 106% => OK
Words per sentence: 25.1 23.324526521 108% => OK
Discourse Markers: 6.35 5.70786347227 111% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 1.0 5.25449101796 19% => OK
Sentences with positive sentiment : 13.0 8.20758483034 158% => OK
Sentences with negative sentiment : 2.0 6.88822355289 29% => More negative sentences wanted.
Sentences with neutral sentiment: 5.0 4.67664670659 107% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.272230053731 0.218282227539 125% => OK
Sentence topic coherence: 0.0847791716459 0.0743258471296 114% => OK
Sentence topic coherence SD: 0.0743201601726 0.0701772020484 106% => OK
Paragraph topic coherence: 0.148189988194 0.128457276422 115% => OK
Paragraph topic coherence SD: 0.0572719071574 0.0628817314937 91% => OK
Essay readability:
automated_readability_index: 15.0 14.3799401198 104% => OK
flesch_reading_ease: 46.1 48.3550499002 95% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 13.0 12.197005988 107% => OK
coleman_liau_index: 12.42 12.5979740519 99% => OK
dale_chall_readability_score: 8.15 8.32208582834 98% => OK
difficult_words: 104.0 98.500998004 106% => OK
linsear_write_formula: 11.0 12.3882235529 89% => OK
gunning_fog: 12.0 11.1389221557 108% => OK
text_standard: 13.0 11.9071856287 109% => OK
What are above readability scores?
---------------------
Rates: 66.67 out of 100
Scores by essay e-grader: 4.0 Out of 6
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Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.