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.
The director feels that by increasing advertising budget the movie production company would be able to do better promotion of movies which will eventually lead to greater people attending the movies. Since the memo was given by an advertising director, he is biased towards improving his own budget, so we carefully need to scrutinize his observations and logic.
He states that fewer people are attending the movies, and he sites his own marketing department as reference. But it is highly likely that this marketing department is biased towards proving that there are fewer people attending the movies, as than they can ask for greater budget. A third party source needs to be referenced to verify this fact.
The memo also states that the percentage of positive reviews has increased. But if fewer people are attending the movies that means that only the fervent fans of Super Screen Movie are going to the movies. And those fans are likely to give a positive review for the movie regardless of its quality. Which means that, Sun Screen Movies are generating the same amount of positive reviews as before, but this time among a fewer group of people, which would lead to increased percentage of positive review. But the quality of movies may, in reality detoriated, since fewer people are watching them. And of course we need to analyse the reviews themselves, as in who are actually writing them. The sources needs to be specified in order to ensure that they are not coming from within the production company itself.
Then there is the possibility that people are just not interested in movies anymore. Perhaps they have found other sources of entertainment that meets there current criteria. The memo needs to site that people are still seeing movies from their other companies to verify that people are still interested in movies, otherewise promotion will not get them any further.
Perhaps advertising may help Super Screen Movie, but from the above memo we cannot say as such with confidence. The motivation of the director is questionable, maybe he just wants to increase his budget. Or perhaps advertising is not the problem, perhaps Super Screen just needs to improve the quality of its movies, or maybe the people are just not interested in movies anymore, the memo does not provide sufficient information to absolve the above stated doubts. So the director needs to provide further information before we can come to his intended conclusion.
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Comments
Essay evaluation report
Attribute Value Ideal
Final score: ??? out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 19 15
No. of Words: 409 350
No. of Characters: 2008 1500
No. of Different Words: 183 200
Fourth Root of Number of Words: 4.497 4.7
Average Word Length: 4.91 4.6
Word Length SD: 2.492 2.4
No. of Words greater than 5 chars: 149 100
No. of Words greater than 6 chars: 93 80
No. of Words greater than 7 chars: 60 40
No. of Words greater than 8 chars: 47 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 21.526 21.0
Sentence Length SD: 8.568 7.5
Use of Discourse Markers (%): 0.632 0.12
Sentence-Text Coherence: 0.335 0.35
Sentence-Para Coherence: 0.548 0.50
Sentence-Sentence Coherence: 0.151 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 9, column 702, Rule ID: AGREEMENT_SENT_START[1]
Message: You should probably use 'need'.
Suggestion: need
... are actually writing them. The sources needs to be specified in order to ensure that...
^^^^^
Transition Words or Phrases used:
actually, also, but, if, may, so, still, then, third, of course
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 23.0 19.6327345309 117% => OK
Auxiliary verbs: 11.0 12.9520958084 85% => OK
Conjunction : 11.0 11.1786427146 98% => OK
Relative clauses : 17.0 13.6137724551 125% => OK
Pronoun: 42.0 28.8173652695 146% => Less pronouns wanted
Preposition: 50.0 55.5748502994 90% => OK
Nominalization: 12.0 16.3942115768 73% => OK
Performance on vocabulary words:
No of characters: 2067.0 2260.96107784 91% => OK
No of words: 409.0 441.139720559 93% => More content wanted.
Chars per words: 5.05378973105 5.12650576532 99% => OK
Fourth root words length: 4.49708221141 4.56307096286 99% => OK
Word Length SD: 2.56742344184 2.78398813304 92% => OK
Unique words: 187.0 204.123752495 92% => More unique words wanted.
Unique words percentage: 0.457212713936 0.468620217663 98% => OK
syllable_count: 652.5 705.55239521 92% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 2.0 4.96107784431 40% => OK
Article: 7.0 8.76447105788 80% => OK
Subordination: 4.0 2.70958083832 148% => OK
Conjunction: 10.0 1.67365269461 597% => Less conjunction wanted as sentence beginning.
Preposition: 3.0 4.22255489022 71% => OK
Performance on sentences:
How many sentences: 19.0 19.7664670659 96% => OK
Sentence length: 21.0 22.8473053892 92% => OK
Sentence length SD: 52.4358993983 57.8364921388 91% => OK
Chars per sentence: 108.789473684 119.503703932 91% => OK
Words per sentence: 21.5263157895 23.324526521 92% => OK
Discourse Markers: 3.31578947368 5.70786347227 58% => More transition words/phrases wanted.
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 1.0 5.25449101796 19% => OK
Sentences with positive sentiment : 14.0 8.20758483034 171% => OK
Sentences with negative sentiment : 1.0 6.88822355289 15% => More negative sentences wanted.
Sentences with neutral sentiment: 4.0 4.67664670659 86% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.28553026912 0.218282227539 131% => OK
Sentence topic coherence: 0.0886815724539 0.0743258471296 119% => OK
Sentence topic coherence SD: 0.0745225453859 0.0701772020484 106% => OK
Paragraph topic coherence: 0.157087888604 0.128457276422 122% => OK
Paragraph topic coherence SD: 0.0390872750348 0.0628817314937 62% => OK
Essay readability:
automated_readability_index: 13.1 14.3799401198 91% => Automated_readability_index is low.
flesch_reading_ease: 50.16 48.3550499002 104% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 11.5 12.197005988 94% => OK
coleman_liau_index: 12.01 12.5979740519 95% => OK
dale_chall_readability_score: 7.73 8.32208582834 93% => OK
difficult_words: 79.0 98.500998004 80% => More difficult words wanted.
linsear_write_formula: 14.0 12.3882235529 113% => OK
gunning_fog: 10.4 11.1389221557 93% => OK
text_standard: 14.0 11.9071856287 118% => OK
What are above readability scores?
---------------------
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.