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.
Marketing-wise, to embark on a vigorous advertising strategy requires a multiple of questions to be answered about the market's attitudes, especially when a product life-cycle is not in the phase of introduction or growth, as indicated, in our case, by the trend of tickets sales. Although the director tries to tackle some of those questions, the answers cannot be deemed decisive enough.
Relying on the percentage of positive reviews, the director directly assumes that the audience would probably agree or even be affected by the ratings, if only they were brought to them. Yet, in actuality, all the way from blockbusters to niche indie pictures, the critics' position is not always seen in accordance with the mainstream commercial current. In fact, it seldom is.
The last point is accentuated by the absence of metadata about the reviews. If we were to depend on such reviews, they would need to be further perused. Details like their number (especially that the director only reported a percentage), whether they are audience-based or critics-based, and how rerpresentative of their segment they actually are -- all need to be addressed before a decision can be made about the budget.
Also, given that the audience would be moved with such reviews, we still need to know whether other competitors are already obtaining similar reviews while simultaneously appealing to the tastes of the audience. This is particularly relevant in the director's discussion of the availability of good movies, which he wildly considered only evident in Super Screen. This brings us to a necessary reconsideration of the quality of the movies, which the author only defended by a mere proof by assertion.
All in all, while the director does draw attention to important trends about the attendance rate in relation to critical reception, his argument fails to address the questions needed in order to adopt the proposed advertising plan. Primarily based on the reviews, there were not a sufficient account of either their number, the backgrounds of their providers, and whether they can act as a representative sample.
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Comments
e-rater score report
Attribute Value Ideal
Final score: 3.0 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 13 15
No. of Words: 339 350
No. of Characters: 1724 1500
No. of Different Words: 193 200
Fourth Root of Number of Words: 4.291 4.7
Average Word Length: 5.086 4.6
Word Length SD: 2.975 2.4
No. of Words greater than 5 chars: 129 100
No. of Words greater than 6 chars: 105 80
No. of Words greater than 7 chars: 76 40
No. of Words greater than 8 chars: 45 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 26.077 21.0
Sentence Length SD: 11.146 7.5
Use of Discourse Markers (%): 0.462 0.12
Sentence-Text Coherence: 0.329 0.35
Sentence-Para Coherence: 0.619 0.50
Sentence-Sentence Coherence: 0.13 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 3, column 368, Rule ID: ADVERB_WORD_ORDER[4]
Message: The adverb 'seldom' is usually put after the verb 'is'.
Suggestion: is seldom
...nstream commercial current. In fact, it seldom is. The last point is accentuated by th...
^^^^^^^^^
Line 7, column 250, Rule ID: POSSESIVE_APOSTROPHE[1]
Message: Possible typo: apostrophe is missing. Did you mean 'directors'' or 'director's'?
Suggestion: directors'; director's
...e. This is particularly relevant in the directors discussion of the availability of good ...
^^^^^^^^^
Transition Words or Phrases used:
actually, also, if, so, still, while, in fact
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 18.0 19.6327345309 92% => OK
Auxiliary verbs: 9.0 12.9520958084 69% => OK
Conjunction : 5.0 11.1786427146 45% => More conjunction wanted.
Relative clauses : 6.0 13.6137724551 44% => More relative clauses wanted.
Pronoun: 23.0 28.8173652695 80% => OK
Preposition: 57.0 55.5748502994 103% => OK
Nominalization: 16.0 16.3942115768 98% => OK
Performance on vocabulary words:
No of characters: 1777.0 2260.96107784 79% => OK
No of words: 339.0 441.139720559 77% => More content wanted.
Chars per words: 5.2418879056 5.12650576532 102% => OK
Fourth root words length: 4.29091512845 4.56307096286 94% => OK
Word Length SD: 3.04865249035 2.78398813304 110% => OK
Unique words: 198.0 204.123752495 97% => OK
Unique words percentage: 0.58407079646 0.468620217663 125% => OK
syllable_count: 558.0 705.55239521 79% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 6.0 4.96107784431 121% => OK
Article: 5.0 8.76447105788 57% => OK
Subordination: 5.0 2.70958083832 185% => OK
Conjunction: 2.0 1.67365269461 119% => OK
Preposition: 5.0 4.22255489022 118% => OK
Performance on sentences:
How many sentences: 13.0 19.7664670659 66% => Need more sentences. Double check the format of sentences, make sure there is a space between two sentences, or have enough periods. And also check the lengths of sentences, maybe they are too long.
Sentence length: 26.0 22.8473053892 114% => OK
Sentence length SD: 73.9423251976 57.8364921388 128% => OK
Chars per sentence: 136.692307692 119.503703932 114% => OK
Words per sentence: 26.0769230769 23.324526521 112% => OK
Discourse Markers: 3.46153846154 5.70786347227 61% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 2.0 5.25449101796 38% => OK
Sentences with positive sentiment : 5.0 8.20758483034 61% => OK
Sentences with negative sentiment : 3.0 6.88822355289 44% => 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: 0.0900018301461 0.218282227539 41% => OK
Sentence topic coherence: 0.028434406728 0.0743258471296 38% => Sentence topic similarity is low.
Sentence topic coherence SD: 0.0351066067249 0.0701772020484 50% => OK
Paragraph topic coherence: 0.0478268098444 0.128457276422 37% => Maybe some paragraphs are off the topic.
Paragraph topic coherence SD: 0.0193329362011 0.0628817314937 31% => 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: 16.3 14.3799401198 113% => OK
flesch_reading_ease: 45.09 48.3550499002 93% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 13.4 12.197005988 110% => OK
coleman_liau_index: 13.41 12.5979740519 106% => OK
dale_chall_readability_score: 9.77 8.32208582834 117% => OK
difficult_words: 104.0 98.500998004 106% => OK
linsear_write_formula: 14.5 12.3882235529 117% => OK
gunning_fog: 12.4 11.1389221557 111% => OK
text_standard: 13.0 11.9071856287 109% => OK
What are above readability scores?
---------------------
It is not exactly right on the topic in the view of e-grader. Maybe there is a wrong essay topic.
Rates: 16.67 out of 100
Scores by essay e-grader: 1.0 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.