The following appeared in a memo from the marketing director of Top Dog Pet Stores.
"Five years ago Fish Emporium started advertising in the magazine Exotic Pets Monthly. Their stores saw sales increase by 15 percent after their ads began appearing in the magazine. The three Fish Emporium stores in Gulf City saw an even greater increase than that. Because Top Dog Pet Stores is based in Gulf City, it seems clear that we should start placing our own ads in Exotic Pets Monthly. If we do so, we will be sure to reverse the recent trend of declining sales and start making a profit again."
Write a response in which you examine the stated and/or unstated assumptions of the argument. Be sure to explain how the argument depends on these assumptions and what the implications are for the argument if the assumptions prove unwarranted.
In this argument, the author claims that Top Dog Pet Stores should start placing their own ads in Exotic Pets Monthly. Although the argument may seem convincing at first, the unwarranted assumptions lead me to question the validity of the argument.
First of all, the author assumes that sales in the stores of Fish Emporium have increased due to the advertisement in the magazine Exotic pets Monthly. However, it is likely that other reasons yielded the increase in their sales. For example, the overall economic growth might result in the sales increase. If many of the people have gotten increased salaries due to the prosperous economic condition, it is quite likely that they have been willing to spend more money for raising their pets. In addition, if the stores of Fish Emporium have done several intriguing promotions for their products, their sales might have increased. Therefore, the advertisement abovementioned might not be the main reason for sales increase of Fish Emporium.
Another assumption the author makes is that 15 percent increase in sales of Fish Emporium is enough to evince that the marketing was successful. However, it is quite plausible that 15 percent increase in five years might not be substantial if the initial amount of sales was marginal. Moreover, even though 15 percent was a significant success for them, the sales increase showed was aberration. The market can be fluctuated by economic condition, thus, whether their marketing was successful need to be considered in more long term. Therefore, without clarification of success in Fish Emporium's marketing, the author's claim stands weak.
Lastly, the author assumes that Top Dog Stores can reverse the recent trend of declining sales and can start making a profit again if they start advertisement in Exotic Pets Monthly. Yet, it is possible that the mentioned marketing may not yield profits. For instance, if the price of advertising in the magazine Exotic Pets is exorbitant, their expenses will increase, and therefore, their profits might not be ameliorated, or even possible to decrease. In addition, the stores may rather to remain not advertising if the recent trend of declining sales is aberrant. In other words, the declined sales could be raised without further advertisement. Thus, the marketing the author recommended would not be helpful to increase profits.
In conclusion, the argument is unsound on many grounds. In order to bolster the argument, the unwarranted assumptions aforementioned need to be taken into consideration further.
- The following appeared in a memo from the marketing director of Top Dog Pet Stores. "Five years ago Fish Emporium started advertising in the magazine Exotic Pets Monthly. Their stores saw sales increase by 15 percent after their ads began appearing in the 59
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Comments
Essay evaluation report
need more arguments, like:
it works for business A, while it may not work for business B.
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Attribute Value Ideal
Final score: 3.5 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 21 15
No. of Words: 406 350
No. of Characters: 2088 1500
No. of Different Words: 182 200
Fourth Root of Number of Words: 4.489 4.7
Average Word Length: 5.143 4.6
Word Length SD: 2.749 2.4
No. of Words greater than 5 chars: 160 100
No. of Words greater than 6 chars: 122 80
No. of Words greater than 7 chars: 87 40
No. of Words greater than 8 chars: 48 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 19.333 21.0
Sentence Length SD: 6.664 7.5
Use of Discourse Markers (%): 0.857 0.12
Sentence-Text Coherence: 0.323 0.35
Sentence-Para Coherence: 0.543 0.50
Sentence-Sentence Coherence: 0.093 0.07
Number of Paragraphs: 5 5
Transition Words or Phrases used:
first, however, if, lastly, may, moreover, so, therefore, thus, for example, for instance, in addition, in conclusion, first of all, in other words
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 23.0 19.6327345309 117% => OK
Auxiliary verbs: 17.0 12.9520958084 131% => OK
Conjunction : 3.0 11.1786427146 27% => More conjunction wanted.
Relative clauses : 9.0 13.6137724551 66% => More relative clauses wanted.
Pronoun: 26.0 28.8173652695 90% => OK
Preposition: 46.0 55.5748502994 83% => OK
Nominalization: 19.0 16.3942115768 116% => OK
Performance on vocabulary words:
No of characters: 2145.0 2260.96107784 95% => OK
No of words: 406.0 441.139720559 92% => More content wanted.
Chars per words: 5.28325123153 5.12650576532 103% => OK
Fourth root words length: 4.48881294772 4.56307096286 98% => OK
Word Length SD: 2.85695281345 2.78398813304 103% => OK
Unique words: 187.0 204.123752495 92% => More unique words wanted.
Unique words percentage: 0.460591133005 0.468620217663 98% => OK
syllable_count: 657.0 705.55239521 93% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 7.0 4.96107784431 141% => OK
Article: 14.0 8.76447105788 160% => OK
Subordination: 5.0 2.70958083832 185% => OK
Conjunction: 2.0 1.67365269461 119% => OK
Preposition: 7.0 4.22255489022 166% => OK
Performance on sentences:
How many sentences: 21.0 19.7664670659 106% => OK
Sentence length: 19.0 22.8473053892 83% => The Avg. Sentence Length is relatively short.
Sentence length SD: 38.2186690855 57.8364921388 66% => OK
Chars per sentence: 102.142857143 119.503703932 85% => OK
Words per sentence: 19.3333333333 23.324526521 83% => OK
Discourse Markers: 7.0 5.70786347227 123% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 0.0 5.25449101796 0% => OK
Sentences with positive sentiment : 13.0 8.20758483034 158% => OK
Sentences with negative sentiment : 6.0 6.88822355289 87% => OK
Sentences with neutral sentiment: 2.0 4.67664670659 43% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.330947694194 0.218282227539 152% => OK
Sentence topic coherence: 0.102474270417 0.0743258471296 138% => OK
Sentence topic coherence SD: 0.088641938298 0.0701772020484 126% => OK
Paragraph topic coherence: 0.169137101509 0.128457276422 132% => OK
Paragraph topic coherence SD: 0.0872593201717 0.0628817314937 139% => OK
Essay readability:
automated_readability_index: 13.1 14.3799401198 91% => Automated_readability_index is low.
flesch_reading_ease: 52.19 48.3550499002 108% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 10.7 12.197005988 88% => OK
coleman_liau_index: 13.34 12.5979740519 106% => OK
dale_chall_readability_score: 8.16 8.32208582834 98% => OK
difficult_words: 92.0 98.500998004 93% => OK
linsear_write_formula: 8.0 12.3882235529 65% => OK
gunning_fog: 9.6 11.1389221557 86% => OK
text_standard: 10.0 11.9071856287 84% => OK
What are above readability scores?
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Rates: 58.33 out of 100
Scores by essay e-grader: 3.5 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.