A memorandum from a researcher of Metro Motorcycles: The advertisement budget spent on social media websites has no effect on sales. A costumer survey shows that 90% of the participants said they never purchase the product because of the advertisements on the social networking website. In a year, after the company implemented the TV and radio advertisements in the Metro City, the sales of motorcycles increased. Therefore, the company should put all the advertisement budget on TV and radio ads, instead of on social networking website.
This argument claims that Metro Motocycles should invest more budget on TV and radio advertising than on social networking website advertising. One evidence cited to support this conclusion is a survey showing that 90% of the participants claims that they never purchase the product because of the advertisement on the social media network. Another evidence cited is that the company’s sales of motocycles increased a year after the company advertised its product on TV and radio in Metro city. I don’t agree with this argument, however, because of following reasons:
First of all, the survey conducted among the customers is not convincing enough to prove the effectiveness of social media advertising. The author only mentioned the percentage of participants who said they would never refer to the advertisements on social media to purchase a product, but did not clarify who were the targets of this survey and how many people was participating in this survey. If the most participants of this survey are old people, it is not surprising that the advertisement on the social media is not attractive to them because they are not as likely as young people to spend spare time on social media. Also, if the total number of participants is only few hundreds or even less, this survey should not be considered a good indicator as the target customers of Metro Motocycles are thousands.
Moreover, the author readily assumes that the advertising on TV and radio is more effective than the advertising on social media because the company encounters increase in sales right after they implemented the advertisement on TV and radio. Yet a lot of other factors should be also taken into consideration. It could be possible that the motocycle company has run some promotion campaign during this year, so that more customers are attracted by the good promotions, but not by the advertising on TV or radio. Another reason could be that the main competitor of this company has run out of business recently so the customers have no other choice to purchase the motocycles.
In sum, it would be imprudent for Metro motocycle to invest more money on TV and radio advertising rather than social media advertising with the evidence provided. To make proper conclusion, the author would have to provide more convincing evidence to prove that the recent increased sales of the company is solely attributed by the advertising on TV and radio.
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Comments
Essay evaluation report
argument 1 -- not OK, we suppose it covers people in all ages. the flaw is that the sample is too small. it runs only in one company. we can't refer it to all businesses.
argument 2 -- OK
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also need to argue:
Therefore, the company should put all the advertisement budget on TV and radio ads, instead of on social networking website.
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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: 0 2
No. of Sentences: 14 15
No. of Words: 403 350
No. of Characters: 1992 1500
No. of Different Words: 174 200
Fourth Root of Number of Words: 4.48 4.7
Average Word Length: 4.943 4.6
Word Length SD: 2.834 2.4
No. of Words greater than 5 chars: 139 100
No. of Words greater than 6 chars: 100 80
No. of Words greater than 7 chars: 74 40
No. of Words greater than 8 chars: 57 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 28.786 21.0
Sentence Length SD: 9.503 7.5
Use of Discourse Markers (%): 0.643 0.12
Sentence-Text Coherence: 0.394 0.35
Sentence-Para Coherence: 0.595 0.50
Sentence-Sentence Coherence: 0.092 0.07
Number of Paragraphs: 4 5
Transition Words or Phrases used:
also, but, first, however, if, moreover, so, first of all
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 19.0 19.6327345309 97% => OK
Auxiliary verbs: 8.0 12.9520958084 62% => OK
Conjunction : 12.0 11.1786427146 107% => OK
Relative clauses : 12.0 13.6137724551 88% => OK
Pronoun: 29.0 28.8173652695 101% => OK
Preposition: 53.0 55.5748502994 95% => OK
Nominalization: 11.0 16.3942115768 67% => OK
Performance on vocabulary words:
No of characters: 2042.0 2260.96107784 90% => OK
No of words: 404.0 441.139720559 92% => More content wanted.
Chars per words: 5.05445544554 5.12650576532 99% => OK
Fourth root words length: 4.48327461151 4.56307096286 98% => OK
Word Length SD: 2.87264392661 2.78398813304 103% => OK
Unique words: 177.0 204.123752495 87% => More unique words wanted.
Unique words percentage: 0.438118811881 0.468620217663 93% => More unique words wanted or less content wanted.
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: 6.0 4.96107784431 121% => OK
Article: 4.0 8.76447105788 46% => OK
Subordination: 4.0 2.70958083832 148% => OK
Conjunction: 3.0 1.67365269461 179% => OK
Preposition: 3.0 4.22255489022 71% => 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: 31.0 22.8473053892 136% => The Avg. Sentence Length is relatively long.
Sentence length SD: 47.56272719 57.8364921388 82% => OK
Chars per sentence: 157.076923077 119.503703932 131% => OK
Words per sentence: 31.0769230769 23.324526521 133% => OK
Discourse Markers: 4.38461538462 5.70786347227 77% => OK
Paragraphs: 4.0 5.15768463074 78% => More paragraphs wanted.
Language errors: 0.0 5.25449101796 0% => OK
Sentences with positive sentiment : 5.0 8.20758483034 61% => OK
Sentences with negative sentiment : 5.0 6.88822355289 73% => OK
Sentences with neutral sentiment: 3.0 4.67664670659 64% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.340787588105 0.218282227539 156% => OK
Sentence topic coherence: 0.140659242997 0.0743258471296 189% => OK
Sentence topic coherence SD: 0.106176977915 0.0701772020484 151% => OK
Paragraph topic coherence: 0.219561250109 0.128457276422 171% => OK
Paragraph topic coherence SD: 0.0809393112234 0.0628817314937 129% => OK
Essay readability:
automated_readability_index: 17.9 14.3799401198 124% => OK
flesch_reading_ease: 40.01 48.3550499002 83% => OK
smog_index: 11.2 7.1628742515 156% => OK
flesch_kincaid_grade: 15.4 12.197005988 126% => OK
coleman_liau_index: 12.6 12.5979740519 100% => OK
dale_chall_readability_score: 8.38 8.32208582834 101% => OK
difficult_words: 82.0 98.500998004 83% => More difficult words wanted.
linsear_write_formula: 14.5 12.3882235529 117% => OK
gunning_fog: 14.4 11.1389221557 129% => OK
text_standard: 15.0 11.9071856287 126% => 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.