"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.
The advertising director of Super Screen Movie Production Company has reached a far reaching conclusion in his memo. The drop in people attending Super Screen-produced movies is attributed to an information asymmetry whereby people are unaware of the good quality of cinema that is being produced by the company. This unsubstantiated claim is used to make the decision that a larger share of the budget should be allocated to advertising from the next year. There are several questions whose answers need to be evaluated before making any budget decisions of this sort.
Firstly, it is necessary to study the overall trend of movie goers. It should be seen if there has been an overall drop in the number of people attending movie shows. Has the movie going population declined for other production house movies as well? And overall decline for movie goers can mean that people on the whole are not going to watch movies as they are now watching them online, or through rentals, or later whenever they are being telecast on television. Maybe there has been a change in people's taste altogether with fewer people wanting to spend time on watching movies, and egaging in other recreational activities. All these questions need to be answered to get to the bottom of why fewer people are attending movies.The drop for Super Screen produced movies is not necessarily a weak point in their advertising strategy.
Questions regarding the link between good reviews and viewership also need to be considered. Does a positive review necessarily mean higher attendance of moviegoers? The argument presented in the memo is that a good review should mean more attendance. But is there anything to suggest that this really happens. Do positive reviews reflect the tastes and preferences of moviegoers? If no, then the drop in attendance can be due to reasons other than an information gap.
The positive reviews might evaluate a movie critically but the audience can have an entirely different taste when it comes to movies. This brings us to the question: is Super Screen producing movies which are really appealing to audience taste? They might be good movies which receive good reviews but sometimes audience might even watch mediocre movies if the subject matter appeals to them. Are the people really unaware of the good movies or are they making a concious decision to not watch them as the subject matter does not appeal to them?
Lastly, even if all the answers to the preceding questions points towards a lack of awareness on the public's end it is necessary to review the current modes of advertisement. What is the present methods by which awareness is created? Is it in conjunction with the modern means of awareness creation? Is Super Screens using latest or obsolete modes of awareness creation? Are the platforms being used targetting the right kind of audience? It can be the case that the current advertising budget is more than sufficient, but since it is being used wastefully on wrong methods the results are not emerging. Hence, a mere reallocation of resources can be enough to remedy the problem. There need not be any requirement for allocation of greater share of budget to advertising.
In conclusion, before making any decisions regarding the advertising budget the production company needs to answer the various questions regarding the real reason for the drop in movie attendance. The advertising director has jumped to conclusions which are not substantiated yet. More information must be collected before making any hasty decisions.
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Comments
Essay evaluation report
Sentence: Maybe there has been a change in people's taste altogether with fewer people wanting to spend time on watching movies, and egaging in other recreational activities.
Error: egaging Suggestion: egging
Sentence: Are the people really unaware of the good movies or are they making a concious decision to not watch them as the subject matter does not appeal to them?
Error: concious Suggestion: conscious
Sentence: Are the platforms being used targetting the right kind of audience?
Error: targetting Suggestion: No alternate word
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argument 1 -- OK
argument 2 -- not OK
argument 3 -- not OK
argument 4 -- OK
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for argument 2 and argument 3, read this:
And yet the percentage of positive reviews by movie reviewers about specific Super Screen movies actually increased during the past year.//
The increase is only about specific Super Screen movies, maybe other movies even get less positive reviews by movie reviewers.
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Attribute Value Ideal
Final score: 3.0 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 3 2
No. of Sentences: 31 15
No. of Words: 586 350
No. of Characters: 2920 1500
No. of Different Words: 260 200
Fourth Root of Number of Words: 4.92 4.7
Average Word Length: 4.983 4.6
Word Length SD: 2.706 2.4
No. of Words greater than 5 chars: 219 100
No. of Words greater than 6 chars: 156 80
No. of Words greater than 7 chars: 111 40
No. of Words greater than 8 chars: 77 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 18.903 21.0
Sentence Length SD: 8.356 7.5
Use of Discourse Markers (%): 0.516 0.12
Sentence-Text Coherence: 0.248 0.35
Sentence-Para Coherence: 0.479 0.50
Sentence-Sentence Coherence: 0.108 0.07
Number of Paragraphs: 6 5
Grammar and spelling errors:
Line 3, column 732, Rule ID: SENTENCE_WHITESPACE
Message: Add a space between sentences
Suggestion: The
...f why fewer people are attending movies.The drop for Super Screen produced movies i...
^^^
Transition Words or Phrases used:
also, but, first, firstly, hence, if, lastly, may, really, regarding, so, then, well, in conclusion, kind of, on the whole
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 44.0 19.6327345309 224% => Less to be verbs wanted.
Auxiliary verbs: 16.0 12.9520958084 124% => OK
Conjunction : 13.0 11.1786427146 116% => OK
Relative clauses : 12.0 13.6137724551 88% => OK
Pronoun: 29.0 28.8173652695 101% => OK
Preposition: 74.0 55.5748502994 133% => OK
Nominalization: 24.0 16.3942115768 146% => OK
Performance on vocabulary words:
No of characters: 2980.0 2260.96107784 132% => OK
No of words: 585.0 441.139720559 133% => OK
Chars per words: 5.09401709402 5.12650576532 99% => OK
Fourth root words length: 4.9180050066 4.56307096286 108% => OK
Word Length SD: 2.77562835972 2.78398813304 100% => OK
Unique words: 255.0 204.123752495 125% => OK
Unique words percentage: 0.435897435897 0.468620217663 93% => More unique words wanted or less content wanted.
syllable_count: 935.1 705.55239521 133% => 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: 7.0 8.76447105788 80% => OK
Subordination: 3.0 2.70958083832 111% => OK
Conjunction: 6.0 1.67365269461 358% => Less conjunction wanted as sentence beginning.
Preposition: 2.0 4.22255489022 47% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 31.0 19.7664670659 157% => OK
Sentence length: 18.0 22.8473053892 79% => The Avg. Sentence Length is relatively short.
Sentence length SD: 47.9142704765 57.8364921388 83% => OK
Chars per sentence: 96.1290322581 119.503703932 80% => OK
Words per sentence: 18.8709677419 23.324526521 81% => OK
Discourse Markers: 3.93548387097 5.70786347227 69% => OK
Paragraphs: 6.0 5.15768463074 116% => OK
Language errors: 1.0 5.25449101796 19% => OK
Sentences with positive sentiment : 17.0 8.20758483034 207% => Less positive sentences wanted.
Sentences with negative sentiment : 6.0 6.88822355289 87% => OK
Sentences with neutral sentiment: 8.0 4.67664670659 171% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.22863586083 0.218282227539 105% => OK
Sentence topic coherence: 0.060714313472 0.0743258471296 82% => OK
Sentence topic coherence SD: 0.069454087933 0.0701772020484 99% => OK
Paragraph topic coherence: 0.123966948817 0.128457276422 97% => OK
Paragraph topic coherence SD: 0.0889599102276 0.0628817314937 141% => OK
Essay readability:
automated_readability_index: 12.0 14.3799401198 83% => Automated_readability_index is low.
flesch_reading_ease: 53.21 48.3550499002 110% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 10.3 12.197005988 84% => OK
coleman_liau_index: 12.24 12.5979740519 97% => OK
dale_chall_readability_score: 7.85 8.32208582834 94% => OK
difficult_words: 123.0 98.500998004 125% => OK
linsear_write_formula: 12.0 12.3882235529 97% => OK
gunning_fog: 9.2 11.1389221557 83% => OK
text_standard: 12.0 11.9071856287 101% => OK
What are above readability scores?
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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.