The following is a memorandum from the business manager of a television station.
"Over the past year, our late-night news program has devoted increased time to national news and less time to weather and local news. During this period, most of the complaints received from viewers were concerned with our station's coverage of weather and local news. In addition, local businesses that used to advertise during our late-night news program have canceled their advertising contracts with us. Therefore, in order to attract more viewers to our news programs and to avoid losing any further advertising revenues, we should expand our coverage of weather and local news on all our news programs."
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.
The proposed solution in this manager’s memorandum to increase the number of viewers and to avoid further loss on advertising revenue is to revert program time allocation to its previous situations. There are two ultimate goals that the manager aims at: 1. to boost the number of late-night viewers, and 2. to prevent advertising revenue cut. The logic of his argument follows as that because the late-night news program has been restructured to show more national news while cutting down weather and local news, the viewers and business partners are not satisfied, thus resulting in a decline in viewership and a withdrawal of advertising. Therefore, in order to revert this outcome, the station needs to revert its actions. The manager, however, cannot justify his solution with the given information. No substantial evidence are presented to prove the efficacy of his hypothesized solution.
First of all, a causal relationship between the decline in viewership, business withdrawal and late-night news program has been assumed and predicated but not proven. To examine this relationship more carefully, one must rule the possibility that other factors might contribute to the setback. Competitive programs, for instance, can attract viewers and business as well. In the case where its competition is gaining competence, the station will not rejuvenate by the manager’s proposal. Other potential causes include but are not limited to economy crises, during which people cannot afford cables, general health concern promotion, which caused people to spend less time on late-night activities and etc,. Moreover, business withdrawal is not directly related to viewership. Although ostensibly most advertisement bidders hope to maximize their product’s appearance by displaying their product at the most viewed programs, their final goal is to improve revenue, which is best done with a targeted audience. Hence, an adverting company does not annul their contracts because of a drop in television program viewership; it must have also experience a drop in its targeted customers. As a result, the station must fathom the fundamental reason of this plunge in targeted audience before they are able to solicit business partnership. In short, the reason behind this station’s setback is not necessarily the change of programs. The manager based his argument on oversimplified assumptions and thus cannot provide a strong case for his recommended change.
Secondly, even if the causal relationship is justified, there is no guarantee that a reversal could reset the status. Assuming that the viewers and business disengage from the program because they felt that the late-night news board-casting national news are, for whatever reason, disappointing, brining back weather and local news is still not a validated countermeasure. The simplest reasoning is people’s inertia, or loyalty. It would be easy to drive away viewers by showing undesirable contents, but it would be hard to attract and solidify. With all the possible programs a viewer has access to, one does not simply settle for, nor leave a certain program without considerations. Customer loyalty, a common term in commercial world, is at the heart of every successful business. For the station to expel its viewers and business partners it could be a shift from local news to national news, but for the station to win them back it would not be a naive counter-shift. Furthermore, with a volatile program, the station risks at being perceived as capricious. Viewers who are just accustomed to national news at late-night could be aghast at the weather and local news program and thus leaving the program. In this situation, old viewers are not driven back, new viewers are driven away, causing further damage to the station. In the attempt to attract viewers, the manager' tactic could be counterproductive.
To conclude, the manager is well-intended to concern about the stations’ recent impediment; yet his attempt at proffering a solution is based on false preconditions and false causal relationships. In order to justify his solution, the manager must provide support for the premises he made, and a reasoning for the necessary outcome of it.
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Comments
Essay evaluation report
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: 29 15
No. of Words: 662 350
No. of Characters: 3459 1500
No. of Different Words: 311 200
Fourth Root of Number of Words: 5.072 4.7
Average Word Length: 5.225 4.6
Word Length SD: 2.881 2.4
No. of Words greater than 5 chars: 278 100
No. of Words greater than 6 chars: 233 80
No. of Words greater than 7 chars: 142 40
No. of Words greater than 8 chars: 86 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 22.828 21.0
Sentence Length SD: 9.738 7.5
Use of Discourse Markers (%): 0.552 0.12
Sentence-Text Coherence: 0.262 0.35
Sentence-Para Coherence: 0.401 0.50
Sentence-Sentence Coherence: 0.063 0.07
Number of Paragraphs: 4 5
Grammar and spelling errors:
Line 1, column 263, Rule ID: UPPERCASE_SENTENCE_START
Message: This sentence does not start with an uppercase letter
Suggestion: To
...mate goals that the manager aims at: 1. to boost the number of late-night viewers,...
^^
Line 1, column 313, Rule ID: UPPERCASE_SENTENCE_START
Message: This sentence does not start with an uppercase letter
Suggestion: To
...he number of late-night viewers, and 2. to prevent advertising revenue cut. The lo...
^^
Line 5, column 711, Rule ID: COMMA_PARENTHESIS_WHITESPACE
Message: Put a space after the comma
Suggestion: , .
...ss time on late-night activities and etc,. Moreover, business withdrawal is not di...
^^
Line 5, column 1150, Rule ID: HAVE_PART_AGREEMENT[2]
Message: Possible agreement error -- use past participle here: 'experienced'.
Suggestion: experienced
...n program viewership; it must have also experience a drop in its targeted customers. As a ...
^^^^^^^^^^
Transition Words or Phrases used:
also, but, first, furthermore, hence, however, if, moreover, second, secondly, so, still, therefore, thus, well, while, for instance, in short, as a result, first of all
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 31.0 19.6327345309 158% => OK
Auxiliary verbs: 17.0 12.9520958084 131% => OK
Conjunction : 25.0 11.1786427146 224% => Less conjunction wanted
Relative clauses : 11.0 13.6137724551 81% => OK
Pronoun: 38.0 28.8173652695 132% => Less pronouns wanted
Preposition: 83.0 55.5748502994 149% => OK
Nominalization: 29.0 16.3942115768 177% => OK
Performance on vocabulary words:
No of characters: 3587.0 2260.96107784 159% => OK
No of words: 662.0 441.139720559 150% => Less content wanted.
Chars per words: 5.41842900302 5.12650576532 106% => OK
Fourth root words length: 5.07241172033 4.56307096286 111% => OK
Word Length SD: 3.0755023622 2.78398813304 110% => OK
Unique words: 330.0 204.123752495 162% => OK
Unique words percentage: 0.498489425982 0.468620217663 106% => OK
syllable_count: 1107.0 705.55239521 157% => OK
avg_syllables_per_word: 1.7 1.59920159681 106% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 3.0 4.96107784431 60% => OK
Article: 17.0 8.76447105788 194% => OK
Subordination: 3.0 2.70958083832 111% => OK
Conjunction: 7.0 1.67365269461 418% => Less conjunction wanted as sentence beginning.
Preposition: 13.0 4.22255489022 308% => Less preposition wanted as sentence beginnings.
Performance on sentences:
How many sentences: 32.0 19.7664670659 162% => OK
Sentence length: 20.0 22.8473053892 88% => OK
Sentence length SD: 62.7653040974 57.8364921388 109% => OK
Chars per sentence: 112.09375 119.503703932 94% => OK
Words per sentence: 20.6875 23.324526521 89% => OK
Discourse Markers: 5.28125 5.70786347227 93% => OK
Paragraphs: 4.0 5.15768463074 78% => More paragraphs wanted.
Language errors: 4.0 5.25449101796 76% => OK
Sentences with positive sentiment : 18.0 8.20758483034 219% => Less positive sentences wanted.
Sentences with negative sentiment : 10.0 6.88822355289 145% => OK
Sentences with neutral sentiment: 4.0 4.67664670659 86% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.101725082813 0.218282227539 47% => OK
Sentence topic coherence: 0.02601301436 0.0743258471296 35% => Sentence topic similarity is low.
Sentence topic coherence SD: 0.0238363296858 0.0701772020484 34% => Sentences are similar to each other.
Paragraph topic coherence: 0.0662558200856 0.128457276422 52% => OK
Paragraph topic coherence SD: 0.0102509803302 0.0628817314937 16% => Paragraphs are similar to each other. Some content may get duplicated or it is not exactly right on the topic.
Essay readability:
automated_readability_index: 14.4 14.3799401198 100% => OK
flesch_reading_ease: 42.72 48.3550499002 88% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 12.3 12.197005988 101% => OK
coleman_liau_index: 14.16 12.5979740519 112% => OK
dale_chall_readability_score: 9.02 8.32208582834 108% => OK
difficult_words: 184.0 98.500998004 187% => OK
linsear_write_formula: 11.0 12.3882235529 89% => OK
gunning_fog: 10.0 11.1389221557 90% => OK
text_standard: 11.0 11.9071856287 92% => OK
What are above readability scores?
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Write the essay in 30 minutes.
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.