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

The advertising director of Super Screen movie is proposing to his board to increase the budget for advertisement from next year as he thinks that, the reason for less people turning up to watch the movie is solely because of less publicity and their movie quality is not the reason. Director has made many fallacious statement and many points are not germane. Many flaws can be cited in the argument and they are listed below.

The most glaring flaw is, director mentioned that "percentage of positive reviews about specific Super screen movies actually increased" and he failed to mentioned the list of movies which got good comments from critics. Atleast he could have mentioned the genre of the movies which got good reviews so that it would have been easy on the board to decide on what type of movies they should spend more money advertising rather spending for all the movie genres. And also the percentage of increase is not mentioned. One cannot rely on percentage since one can mention that their consumer base has increased by 20%, but in reality it could have increased merely from 20 to 24. So director should have elicited the data with statistics and should have bolstered his argument.

Furthermore, director mentions that the problem does'nt lie on the quality of their movie. This is a prejudiced statement. He should have shown some positive review about their movies and proved that quality of the movie is really good. He could have hired some famous or experienced movie critics and asked them to review all the movies produced by Super Screen movie and attached the reviews provided by critics with the memo. This will buttress his argument. The quality of the movie may be the real reason for low people attendance. In that case rather wasting money on advertising they should improve their movie quality by bringing in good directors and technicians and improve their movie standard. The points provided by director are too vague and it is difficult to make a concrete decision for the board.

In conclusion, the arguments provided by the advertising director has many gaps and it arises a lot of questions in the mind of the readers. They are not precise or strong enough to make a conclusion. Director must have provided more statistical data and critics review on the standard of their movies. These things will help the board to make a clear decision on increasing the advertising budget.