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.
While the advertising director clearly aims at relitalizing his production company and ensuring that the public is well informed about the movies which are available, there are several basic flaws to his argument . There remain some questions that need answering before any steps can be taken with regard to advertising strategies for the Super Screen Movie Production Company.
First among these questions is this; were ticket sales of the entire movie industry down? This is an essential question because it helps to pinpoint the cause of the writer's problem. If the industry as a whole is undergoing poor revenues, then perhaps the issue is not Super Screen's advertising company but rather the country's economy. In times of economic strife, it is only natural that people would be less willing to spend money on luxuries such as movie tickets. If this is the case, it might better suit the production company to cut costs rather than refunneling them into a different part of the company.
Second, the advertising director should ask himself this; what medium do the majority of his most generous movie reviewers utilize? The writer states that movie reviews were generally positive, but where were these reviews located? On television, newspapers, or the Internet? It is possible that the medium used by the most positive reviewers of Super Screen's movies is one that is not utilized by most of the company's target audiences. If Super Screen produces many family films, but most of the good reviews are found in late night television shows, then there is a good chance that the reviews are not going to be seen by the target audience. If this is the case, then the company would be better off conducting research as to what medium is most likely to reach their audiences.
One last question would be this; what advertising is currently being used by the Super Screen company? If the company advertises using only one medium, such as in newspapers, perhaps the solution is not to double the amount of newspaper space but to branch out and try other forms of advertising. The writer fails to mention exactly how the company currently advertises their movies, and this absence detracts from his argument.
In conclusion, the advertising director would be better served by first answering these questions and evaluating the resulting answers before pouring millions of dollars into his solution. It is possible that an alternative solution exists, perhaps one that will not be as expensive nor as risky.
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Comments
Essay evaluation report
argument 1 -- partly OK
argument 2 -- not OK
argument 3 -- ok
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Let's analyze the structure of the statement and argue accordingly:
condition 1:
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. //
read here carefully, here only specific Super Screen movies got more positive reviews by movie reviewers, not all movies, If the reviews of other movies are not positive, the argument that increasing the budget on advertisement would surely increase the number of viewers would not be convincing. so your argument 2 is wrong. it is not related to the source of these reviews.
condition 2:
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. //part of the argument 1. maybe people watch online or by DVD...
conclusion:
Super Screen should therefore allocate a greater share of its budget next year to reaching the public through advertising.//your argument 3
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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: 18 15
No. of Words: 415 350
No. of Characters: 2052 1500
No. of Different Words: 209 200
Fourth Root of Number of Words: 4.513 4.7
Average Word Length: 4.945 4.6
Word Length SD: 2.501 2.4
No. of Words greater than 5 chars: 150 100
No. of Words greater than 6 chars: 111 80
No. of Words greater than 7 chars: 78 40
No. of Words greater than 8 chars: 44 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 23.056 21.0
Sentence Length SD: 7.771 7.5
Use of Discourse Markers (%): 0.667 0.12
Sentence-Text Coherence: 0.32 0.35
Sentence-Para Coherence: 0.543 0.50
Sentence-Sentence Coherence: 0.066 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 1, column 213, Rule ID: COMMA_PARENTHESIS_WHITESPACE
Message: Don't put a space before the full stop
Suggestion: .
... are several basic flaws to his argument . There remain some questions that need a...
^^
Line 2, column 38, Rule ID: WERE_VBB[1]
Message: Did you mean 'where' or 'we'?
Suggestion: where; we
.... First among these questions is this; were ticket sales of the entire movie indust...
^^^^
Line 2, column 166, Rule ID: POSSESIVE_APOSTROPHE[2]
Message: Possible typo: apostrophe is missing. Did you mean 'writers'' or 'writer's'?
Suggestion: writers'; writer's
...e it helps to pinpoint the cause of the writers problem. If the industry as a whole is ...
^^^^^^^
Transition Words or Phrases used:
but, first, if, second, so, then, well, while, as to, in conclusion, such as, with regard to
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 31.0 19.6327345309 158% => OK
Auxiliary verbs: 9.0 12.9520958084 69% => OK
Conjunction : 10.0 11.1786427146 89% => OK
Relative clauses : 11.0 13.6137724551 81% => OK
Pronoun: 33.0 28.8173652695 115% => OK
Preposition: 45.0 55.5748502994 81% => OK
Nominalization: 13.0 16.3942115768 79% => OK
Performance on vocabulary words:
No of characters: 2092.0 2260.96107784 93% => OK
No of words: 415.0 441.139720559 94% => More content wanted.
Chars per words: 5.04096385542 5.12650576532 98% => OK
Fourth root words length: 4.51348521516 4.56307096286 99% => OK
Word Length SD: 2.57668985741 2.78398813304 93% => OK
Unique words: 209.0 204.123752495 102% => OK
Unique words percentage: 0.503614457831 0.468620217663 107% => OK
syllable_count: 654.3 705.55239521 93% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 5.0 4.96107784431 101% => OK
Article: 4.0 8.76447105788 46% => OK
Subordination: 6.0 2.70958083832 221% => Less adverbial clause wanted.
Conjunction: 4.0 1.67365269461 239% => Less conjunction wanted as sentence beginning.
Preposition: 3.0 4.22255489022 71% => OK
Performance on sentences:
How many sentences: 18.0 19.7664670659 91% => OK
Sentence length: 23.0 22.8473053892 101% => OK
Sentence length SD: 44.0730314225 57.8364921388 76% => OK
Chars per sentence: 116.222222222 119.503703932 97% => OK
Words per sentence: 23.0555555556 23.324526521 99% => OK
Discourse Markers: 5.11111111111 5.70786347227 90% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 3.0 5.25449101796 57% => OK
Sentences with positive sentiment : 13.0 8.20758483034 158% => OK
Sentences with negative sentiment : 3.0 6.88822355289 44% => More negative sentences wanted.
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: 0.168541184553 0.218282227539 77% => OK
Sentence topic coherence: 0.0536192577139 0.0743258471296 72% => OK
Sentence topic coherence SD: 0.0509148235153 0.0701772020484 73% => OK
Paragraph topic coherence: 0.0954881287962 0.128457276422 74% => OK
Paragraph topic coherence SD: 0.0420741155419 0.0628817314937 67% => OK
Essay readability:
automated_readability_index: 13.8 14.3799401198 96% => OK
flesch_reading_ease: 48.13 48.3550499002 100% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 12.3 12.197005988 101% => OK
coleman_liau_index: 12.25 12.5979740519 97% => OK
dale_chall_readability_score: 8.09 8.32208582834 97% => OK
difficult_words: 87.0 98.500998004 88% => OK
linsear_write_formula: 11.0 12.3882235529 89% => OK
gunning_fog: 11.2 11.1389221557 101% => OK
text_standard: 11.0 11.9071856287 92% => OK
What are above readability scores?
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Rates: 83.33 out of 100
Scores by essay e-grader: 5.0 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.