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

Movie production company recorded that although reviews of movies produced by a given company were positive, fewer people attended them during the last year. Having these facts given, advertising director of this company recommends that great share of company's money should be spend on advertising. Several questions need to be answered, however, in order for the company to take further action.

First and foremost, close scrunity of the movies produced in this company concerning their quality and answering the question how the movies changed during the last few years would be desirable. Maybe the style of movies made in Super Screen Movie Company changed drastically over the years and do not reach the wide audience any more. Ideally, a survey among movie watchers about the type and quality of movies should answer above questions. The survey should be made in the cities where the company's movies are aired.

Secondly, reviewers who judge the movies may not represent the opinion of the majority of people who watch movies. Reviews from people that have different views and tastes would be an advantage, and most probably would shed the light on potential bias in reviewers opinion.

At last, did the current advertising of movies reached the proper audience? Maybe the advertisement used before was not effective, and onle changes to currernt methods in this area will bring the predicted result. Location of potential advertisement and its style can gratly influence people and their willingness to watch the movie.

To recapitulate, additional questions needed to be answered before the company will decide to allocate great amount of the budget to advertising. Opinion about a given movie is highly subjective. Thus, at first, a company should make an investigation about the type of movies that the most people would like to watch.