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 evaluate the recommendation.
The advertising director of Super Screen Movie Production Company is concerned about decreased attendance. However, increased advertising may not be the solution to such a problem. The marketing department must answer some questions about source of data in their recent report. Most likely, the production company will need to do further investigation to determine if there are other causes for lower attendence than lack of press. Only after such actions, should the company move forward with the recommendation.
The marketing department's report is worrying and the advertising director needs clarification. Has the department included and considered figures on number of home-theater downloads? Has there been a decrease in the number of theaters showing Super Screen films? It is possible that if downloading the movies is cheaper and more convenient than going to a theater, viewer numbers may in fact be up rather than down. Even with including paid-for downloads, a number of pirated copies may have been viewed as well, thus occluding the true popularity of the films.
Additionally, the advertising direction should ask for elaboration about how the positive reviews were obtained. How such a survey was conducted could be key to the results. For example, if viewers are polled in person just after leaving the theater, more positive reviews may be obtained than if viewers must be particularly disgruntled to complete an online review. If the marketing department has changed their methods of obtaining viewer feedback from one year to the next, results may not be comparable.
Lastly, the production company should question the impact of the theater partners. Super Screen films may have been included in theater promotions which increased the number of theater goers in the past. Or if major movie chains are closing or renovating theaters, there may have actually been less opportunity for in-theater viewing. Thus viewers may have been motivated by factors other than the quality of the film.
The advertising director of Super Screen is ready to take action on declining attendence, but more research is needed. If attendence figures are fallacious and there are issues with the theaters which screen the movies, perhaps the company's best investment is back into the quality of films to continue to increase their positive reviews. Advertising may be moot.
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Comments
Essay evaluation report
Attribute Value Ideal
Final score: 3.5 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 21 15
No. of Words: 374 350
No. of Characters: 1961 1500
No. of Different Words: 199 200
Fourth Root of Number of Words: 4.398 4.7
Average Word Length: 5.243 4.6
Word Length SD: 2.774 2.4
No. of Words greater than 5 chars: 156 100
No. of Words greater than 6 chars: 119 80
No. of Words greater than 7 chars: 81 40
No. of Words greater than 8 chars: 55 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 17.81 21.0
Sentence Length SD: 7.391 7.5
Use of Discourse Markers (%): 0.619 0.12
Sentence-Text Coherence: 0.305 0.35
Sentence-Para Coherence: 0.518 0.50
Sentence-Sentence Coherence: 0.05 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 5, column 567, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...uding the true popularity of the films. Additionally, the advertising direction ...
^^^^^^^
Line 13, column 339, Rule ID: SENT_START_CONJUNCTIVE_LINKING_ADVERB_COMMA[1]
Message: Did you forget a comma after a conjunctive/linking adverb?
Suggestion: Thus,
...ss opportunity for in-theater viewing. Thus viewers may have been motivated by fact...
^^^^
Line 13, column 423, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...ors other than the quality of the film. The advertising director of Super Screen...
^^^^^^^
Line 17, column 234, Rule ID: THE_SUPERLATIVE[4]
Message: A determiner is probably missing here: 'companys the best'.
Suggestion: companys the best
...rs which screen the movies, perhaps the companys best investment is back into the quality of ...
^^^^^^^^^^^^^
Transition Words or Phrases used:
actually, but, however, if, lastly, may, so, thus, well, for example, in fact
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 26.0 19.6327345309 132% => OK
Auxiliary verbs: 17.0 12.9520958084 131% => OK
Conjunction : 7.0 11.1786427146 63% => OK
Relative clauses : 3.0 13.6137724551 22% => More relative clauses wanted.
Pronoun: 5.0 28.8173652695 17% => OK
Preposition: 46.0 55.5748502994 83% => OK
Nominalization: 18.0 16.3942115768 110% => OK
Performance on vocabulary words:
No of characters: 2018.0 2260.96107784 89% => OK
No of words: 374.0 441.139720559 85% => More content wanted.
Chars per words: 5.39572192513 5.12650576532 105% => OK
Fourth root words length: 4.3976220399 4.56307096286 96% => OK
Word Length SD: 2.84298917244 2.78398813304 102% => OK
Unique words: 198.0 204.123752495 97% => OK
Unique words percentage: 0.529411764706 0.468620217663 113% => OK
syllable_count: 611.1 705.55239521 87% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 1.0 4.96107784431 20% => OK
Article: 8.0 8.76447105788 91% => OK
Subordination: 3.0 2.70958083832 111% => OK
Conjunction: 2.0 1.67365269461 119% => OK
Preposition: 0.0 4.22255489022 0% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 21.0 19.7664670659 106% => OK
Sentence length: 17.0 22.8473053892 74% => The Avg. Sentence Length is relatively short.
Sentence length SD: 43.9630849062 57.8364921388 76% => OK
Chars per sentence: 96.0952380952 119.503703932 80% => OK
Words per sentence: 17.8095238095 23.324526521 76% => OK
Discourse Markers: 3.66666666667 5.70786347227 64% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 4.0 5.25449101796 76% => OK
Sentences with positive sentiment : 11.0 8.20758483034 134% => OK
Sentences with negative sentiment : 3.0 6.88822355289 44% => More negative sentences wanted.
Sentences with neutral sentiment: 7.0 4.67664670659 150% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.194417065289 0.218282227539 89% => OK
Sentence topic coherence: 0.064104805787 0.0743258471296 86% => OK
Sentence topic coherence SD: 0.0646927609914 0.0701772020484 92% => OK
Paragraph topic coherence: 0.114004343117 0.128457276422 89% => OK
Paragraph topic coherence SD: 0.0397354548688 0.0628817314937 63% => OK
Essay readability:
automated_readability_index: 12.9 14.3799401198 90% => Automated_readability_index is low.
flesch_reading_ease: 54.22 48.3550499002 112% => OK
smog_index: 3.1 7.1628742515 43% => Smog_index is low.
flesch_kincaid_grade: 9.9 12.197005988 81% => OK
coleman_liau_index: 13.74 12.5979740519 109% => OK
dale_chall_readability_score: 8.91 8.32208582834 107% => OK
difficult_words: 105.0 98.500998004 107% => OK
linsear_write_formula: 7.0 12.3882235529 57% => Linsear_write_formula is low.
gunning_fog: 8.8 11.1389221557 79% => OK
text_standard: 9.0 11.9071856287 76% => OK
What are above readability scores?
---------------------
Rates: 58.33 out of 100
Scores by essay e-grader: 3.5 Out of 6
---------------------
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.