Argument Topic: "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 recommendation provided by the advertising director of the Super Screen Movie Production Company states that the company should allocate a greater share of its budget in the following year to reach public through advertising. This is based on the fact that during the past year, fewer people attended the Super Screen-produced movies than in any other year, even though the percentage of pisitive reviews increased. The director has interpreted that the issue lies not with the quality of the movies but the fact that the public is not aware of their good quality movies. The director has arrived at the reccomendation without giving enough thought to the different posibilities that may have led to reduced viewership.
Firstly, it is important to consider the trend in the viewership of movies at an overall level. Whether people watched less movies, produced by other companies as well, during the past year as compared to previous years. If this is the case, then the reason for reduced viewership could external such as reduced spending limits of people on entertainment.
Another key factor would be to understand if the company has made any changes in the kind of movies they produced earlier, such as a change in genre. It is highly possible that the company over the years produced movies that appealed to a particular audience and due to a change they lost that loyal audience during the past year. For example, if Super Screen always produced action movies, then the action movie enthusiasts would be less likely to turn up for a romantic movie that the company produced last year.
The memo states that the percentage of positive reviews by the movie reviewers increased in the past one year. It would be critical to note whether over the years, the same aspects in a movie have appealed to both the critics and the audience. The critics may look for completely different aspects such as story, direction, cinematics while the audience may watch a movie for its cast or music. If this is the case, then the increased positive reviews by the reviewers may not be a motivation enough for the audiences to watch the movie.
The company instead of directly arriving at a conclusion of increasing the advertising budget, should focus on arriving at the root cause of the reduced viewership. The company can analyse the audience sentiments, look for data to understand what percentage of the audience is aware of the movies that were produced, what are the sources through which audiences gather this information, in case they have heard of the movies what have been their sentiments around it, in case they watched the movie, what were their reviews and so on. Such analysis will help validate the assumption of whether the contents are not reaching enough of their prospective viewers and will help the company take a more informed decision.
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Comments
e-rater score report
Attribute Value Ideal
Final score: 3.5 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 6 2
No. of Spelling Errors: 7 2
No. of Sentences: 17 15
No. of Words: 480 350
No. of Characters: 2334 1500
No. of Different Words: 202 200
Fourth Root of Number of Words: 4.681 4.7
Average Word Length: 4.862 4.6
Word Length SD: 2.583 2.4
No. of Words greater than 5 chars: 170 100
No. of Words greater than 6 chars: 127 80
No. of Words greater than 7 chars: 84 40
No. of Words greater than 8 chars: 44 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 28.235 21.0
Sentence Length SD: 9.92 7.5
Use of Discourse Markers (%): 0.588 0.12
Sentence-Text Coherence: 0.345 0.35
Sentence-Para Coherence: 0.59 0.50
Sentence-Sentence Coherence: 0.087 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 3, column 120, Rule ID: FEWER_LESS[2]
Message: Did you mean 'fewer'? The noun movies is countable.
Suggestion: fewer
...n overall level. Whether people watched less movies, produced by other companies as ...
^^^^
Transition Words or Phrases used:
but, first, firstly, if, look, may, so, then, thus, well, while, for example, kind of, such as
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 16.0 19.6327345309 81% => OK
Auxiliary verbs: 13.0 12.9520958084 100% => OK
Conjunction : 6.0 11.1786427146 54% => More conjunction wanted.
Relative clauses : 12.0 13.6137724551 88% => OK
Pronoun: 29.0 28.8173652695 101% => OK
Preposition: 66.0 55.5748502994 119% => OK
Nominalization: 13.0 16.3942115768 79% => OK
Performance on vocabulary words:
No of characters: 2386.0 2260.96107784 106% => OK
No of words: 480.0 441.139720559 109% => OK
Chars per words: 4.97083333333 5.12650576532 97% => OK
Fourth root words length: 4.68069463864 4.56307096286 103% => OK
Word Length SD: 2.63870430641 2.78398813304 95% => OK
Unique words: 211.0 204.123752495 103% => OK
Unique words percentage: 0.439583333333 0.468620217663 94% => More unique words wanted or less content wanted.
syllable_count: 740.7 705.55239521 105% => OK
avg_syllables_per_word: 1.5 1.59920159681 94% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 4.0 4.96107784431 81% => OK
Article: 8.0 8.76447105788 91% => OK
Subordination: 4.0 2.70958083832 148% => OK
Conjunction: 0.0 1.67365269461 0% => OK
Preposition: 3.0 4.22255489022 71% => OK
Performance on sentences:
How many sentences: 17.0 19.7664670659 86% => OK
Sentence length: 28.0 22.8473053892 123% => The Avg. Sentence Length is relatively long.
Sentence length SD: 59.4770753429 57.8364921388 103% => OK
Chars per sentence: 140.352941176 119.503703932 117% => OK
Words per sentence: 28.2352941176 23.324526521 121% => OK
Discourse Markers: 5.52941176471 5.70786347227 97% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 1.0 5.25449101796 19% => 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: 3.0 4.67664670659 64% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.252893903838 0.218282227539 116% => OK
Sentence topic coherence: 0.0908103144021 0.0743258471296 122% => OK
Sentence topic coherence SD: 0.0842885631046 0.0701772020484 120% => OK
Paragraph topic coherence: 0.154887412159 0.128457276422 121% => OK
Paragraph topic coherence SD: 0.0966705494928 0.0628817314937 154% => OK
Essay readability:
automated_readability_index: 16.1 14.3799401198 112% => OK
flesch_reading_ease: 51.52 48.3550499002 107% => OK
smog_index: 3.1 7.1628742515 43% => Smog_index is low.
flesch_kincaid_grade: 13.0 12.197005988 107% => OK
coleman_liau_index: 11.84 12.5979740519 94% => OK
dale_chall_readability_score: 8.12 8.32208582834 98% => OK
difficult_words: 94.0 98.500998004 95% => OK
linsear_write_formula: 14.0 12.3882235529 113% => OK
gunning_fog: 13.2 11.1389221557 119% => 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.