The regional brand manager sent the following memo to the national brand manager for Sun-Beem Facial Cleanser.“We need to institute a huge publicity campaign for the launch of Sun-Beem’s improved formula. Without an enormous media blitz, including tel

Essay topics:

The regional brand manager sent the following memo to the national brand manager for Sun-Beem Facial Cleanser.
“We need to institute a huge publicity campaign for the launch of Sun-Beem’s improved formula. Without an enormous media blitz, including television, radio, internet, and magazine ads, potential new customers will not be aware of our product. And previous customers will not be aware that Sun-Beem’s new, non-carcinogenic formula is on the shelves. The best way to combat the negative publicity Sun-Beem’s old formula received is to fight fire with fire, by using the media’s insatiable interest in any new news about Sun-Beem to sell the new formula. This will erase the negative connotations in the minds of former customers, and will ensure that Sun-Beem is once again the best-selling facial cleanser on the market.”

The justification for instituting a publicity campaign for the new formula of Sun-Beems's facial cleanser would require confirming certain suppositions presented in the memo by the brand manager. This assumptions are that the press would be interested in the new formula, that this interest would change customers opinion of the product and that company would be poised to regain its market dominance for facial cleansers is an ambitious one.

As much we hope that the media will tell us good news, it isn't what generates clicks, views or interest. If it bleeds it leads. A safe product is hardly newsworthy. The plethora of news stories one is exposed to for something to resonate it has to be controversial or sadly tragic. Mistakes are not easily forgiven and corrections are not easily acknowledged. It is hard to unhear bad news.

Negative brand associations are difficult to erase in the consumer imagination. Take for example the Samsung Galaxy 7 Tablet. Despite going through a product development cycle of a sophisticated company that has had tremendous success it produced an exploding device. It's so dangerous that the inflight directives before take of on a plane prohibit the device on board. That negative publicity has cause Samsung's product to lose market share. Saying new versions of the tablet don't explode would hardly erase the image of plane going up in smoke.

There is ultimately no way to ensure any product can be the best selling in its category despite its previous track record. So many factors influence sales success. After a set back like release a dangerous product in the marketplace would the employees of Sun-Beem be able or motived to sell the improved facial cleanser?

In sum, a publicity blitz would require much more forethought to ensure its success. Undoing a colossal mistake is not just about consumer awareness but about brand rehibilitation.

Votes
Average: 6.2 (1 vote)
Essay Categories

Comments

Grammar and spelling errors:
Line 1, column 197, Rule ID: THIS_NNS[1]
Message: Did you mean 'these'?
Suggestion: These
...nted in the memo by the brand manager. This assumptions are that the press would be...
^^^^
Line 4, column 59, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: isn't
...at the media will tell us good news, it isnt what generates clicks, views or interes...
^^^^
Line 4, column 106, Rule ID: SENTENCE_FRAGMENT[1]
Message: “If” at the beginning of a sentence requires a 2nd clause. Maybe a comma, question or exclamation mark is missing, or the sentence is incomplete and should be joined with the following sentence.
...at generates clicks, views or interest. If it bleeds it leads. A safe product is ...
^^^
Line 4, column 396, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...ledged. It is hard to unhear bad news. Negative brand associations are difficul...
^^^^^^^
Line 7, column 482, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: don't
...are. Saying new versions of the tablet dont explode would hardly erase the image of...
^^^^
Line 7, column 552, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...e the image of plane going up in smoke. There is ultimately no way to ensure any...
^^^^^^^
Line 10, column 167, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...o many factors influence sales success. After a set back like release a dangerou...
^^
Line 12, column 8, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...he improved facial cleanser? In sum, a publicity blitz would require much mor...
^^

Transition Words or Phrases used:
but, if, so, as to, for example

Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments

Performance on Part of Speech:
To be verbs : 15.0 19.6327345309 76% => OK
Auxiliary verbs: 9.0 12.9520958084 69% => OK
Conjunction : 6.0 11.1786427146 54% => More conjunction wanted.
Relative clauses : 7.0 13.6137724551 51% => OK
Pronoun: 22.0 28.8173652695 76% => OK
Preposition: 38.0 55.5748502994 68% => OK
Nominalization: 6.0 16.3942115768 37% => More nominalization wanted.

Performance on vocabulary words:
No of characters: 1598.0 2260.96107784 71% => OK
No of words: 310.0 441.139720559 70% => More content wanted.
Chars per words: 5.15483870968 5.12650576532 101% => OK
Fourth root words length: 4.19604776685 4.56307096286 92% => OK
Word Length SD: 2.84782992395 2.78398813304 102% => OK
Unique words: 184.0 204.123752495 90% => OK
Unique words percentage: 0.593548387097 0.468620217663 127% => OK
syllable_count: 507.6 705.55239521 72% => 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
Interrogative: 0.0 0.471057884232 0% => OK
Article: 4.0 8.76447105788 46% => OK
Subordination: 3.0 2.70958083832 111% => OK
Conjunction: 0.0 1.67365269461 0% => OK
Preposition: 3.0 4.22255489022 71% => OK

Performance on sentences:
How many sentences: 19.0 19.7664670659 96% => OK
Sentence length: 16.0 22.8473053892 70% => OK
Sentence length SD: 55.9798638115 57.8364921388 97% => OK
Chars per sentence: 84.1052631579 119.503703932 70% => OK
Words per sentence: 16.3157894737 23.324526521 70% => OK
Discourse Markers: 1.63157894737 5.70786347227 29% => More transition words/phrases wanted.
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 8.0 5.25449101796 152% => OK
Sentences with positive sentiment : 9.0 8.20758483034 110% => OK
Sentences with negative sentiment : 7.0 6.88822355289 102% => 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: 0.178153058051 0.218282227539 82% => OK
Sentence topic coherence: 0.0447256722999 0.0743258471296 60% => OK
Sentence topic coherence SD: 0.0714651699018 0.0701772020484 102% => OK
Paragraph topic coherence: 0.0894779694827 0.128457276422 70% => OK
Paragraph topic coherence SD: 0.0643978787687 0.0628817314937 102% => OK

Essay readability:
automated_readability_index: 11.0 14.3799401198 76% => Automated_readability_index is low.
flesch_reading_ease: 55.24 48.3550499002 114% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 9.5 12.197005988 78% => Flesch kincaid grade is low.
coleman_liau_index: 12.29 12.5979740519 98% => OK
dale_chall_readability_score: 9.12 8.32208582834 110% => OK
difficult_words: 92.0 98.500998004 93% => OK
linsear_write_formula: 11.0 12.3882235529 89% => OK
gunning_fog: 8.4 11.1389221557 75% => Gunning_fog is low.
text_standard: 11.0 11.9071856287 92% => OK
What are above readability scores?

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Rates: 62.5 out of 100
Scores by essay e-grader: 3.75 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.