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 an

In the memo advertising director of the Super Screen Movie Production Company (SSMPC) claims that the discrepancy between the number of people who attend their products and the positive views of critics can be attributed to lack of effective advertisements and unattracted attention of population. Thus, the company should allocate a greater amount of money on next year's advertisements in order to alleviate this problem. However, the claim is unsubstantiated and rises some questions about its legitimacy.

First of all, the director should provide general statistics about past year box offices to show whether the so-called drop in number of movie attendants is a general problem or just has happened to SSMPC. It is possible that due to an economical crisis people generally express less inclination to spend money on movies than before.

Secondly, the memo should include information about the movies which have received positive reviews. It is not unlikely that those high-quality movies comprise only a small portion of the annual productions of SSMPC. Hence, the decrees in number of visitors may be attributed to low quality of majority of its product not weak publicity. Moreover, the director should provide some data on the movies which has received less credit from both critics and public.

Thirdly, the information in memo does not clarify whether last year advertising policies had any default or alteration comparing to the other years. In case of following tenable and logical marketing guidelines to improve their publicity, considering insufficient advertisement seemed to be a faulty assumption.

All in all, the memo should include comprehensive information about the types and number of SSMPC's last year products as well as its advertisement policies. Furthermore, data about over all changes in cinema business and public trends during last year needs to be known for drawing logical conclusion about at hand issue. In fact, lacking such objective information undermines the claim in the memo and leaves some questions about the soundness of its final conclusion unanswered.