The following is a memo from the business manager of a TV station:
"Over the past year, our late-night news program has devoted increased time to national news and less time to weather and local news. During this time period, most of the complaints received from viewers were concerned with our station's coverage of weather and local news. In addition, local businesses that used to advertise during our late-night news program have just canceled their advertising contracts with us. Therefore, in order to attract more viewers to the program and to avoid losing any further advertising revenues, we should restore the time devoted to weather and local news to its former level."
Write a response in which you discuss what specific evidence is needed to evaluate the argument and explain how the evidence would weaken or strengthen the argument.
Advertising contracts work on the priciple of mutual benefits. The advertising company pays for an expected increase in the patronage of its goods and services. Hence, it is logical that the advertising company would consider a media station that has a large viewer base or an advertising means that would ensure a farther reach for its products and services.
Could it be that the TV station was the only station where weather and local news could be obtained and a switch to national news does not sits well with the viewers. It is normal that people who live in provincial and rural areas would want to be kept abreast of happenings around them rather than national news. As such, the change in content could be deleterious to its viewer base. Hence the loss in viewer base consequently deters companies from advertising their products and services on the TV station. More evidence needs to be gathered on performance on TV stations with similar themed news during the mentioned period.
More evidence needs to be garnered on how companies that withdrew their contracts now advertise their products. Perhaps there has been a shift from TV station and the traditional means of advertising to newer means of advertising such as social medias or OOH advertising on mobile boards which would have a farther reach and possibly cheaper than that of a TV station. Hence the loss in advertising contract could be as a result of migration to other means of advertising as against TV station. Hence, the TV station might need to consider adopting a strong social media presence to attract revenues from this mode of advertising.
The manager of the TV station needs evidence on the real reason for the withdrawal of the advertising contract. Is the loss in the withdrawal of the advertising contract based on the loss of viewer base? Could it be as a result of the adoption of other advertising means? Perhaps it might be a mix of both. Evidence gathered from these questions would help the Manager to decide on the next line of action to take it.
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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: 4 2
No. of Spelling Errors: 5 2
No. of Sentences: 17 15
No. of Words: 351 350
No. of Characters: 1667 1500
No. of Different Words: 155 200
Fourth Root of Number of Words: 4.328 4.7
Average Word Length: 4.749 4.6
Word Length SD: 2.63 2.4
No. of Words greater than 5 chars: 116 100
No. of Words greater than 6 chars: 89 80
No. of Words greater than 7 chars: 63 40
No. of Words greater than 8 chars: 31 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 20.647 21.0
Sentence Length SD: 9.081 7.5
Use of Discourse Markers (%): 0.412 0.12
Sentence-Text Coherence: 0.36 0.35
Sentence-Para Coherence: 0.542 0.50
Sentence-Sentence Coherence: 0.138 0.07
Number of Paragraphs: 4 5
Grammar and spelling errors:
Line 3, column 140, Rule ID: DOES_X_HAS[1]
Message: Did you mean 'sit'? As 'do' is already inflected, the verb cannot also be inflected.
Suggestion: sit
... and a switch to national news does not sits well with the viewers. It is normal tha...
^^^^
Line 3, column 140, Rule ID: DID_BASEFORM[3]
Message: The verb 'does' requires base form of the verb: 'sit'
Suggestion: sit
... and a switch to national news does not sits well with the viewers. It is normal tha...
^^^^
Line 3, column 387, Rule ID: SENT_START_CONJUNCTIVE_LINKING_ADVERB_COMMA[1]
Message: Did you forget a comma after a conjunctive/linking adverb?
Suggestion: Hence,
...ould be deleterious to its viewer base. Hence the loss in viewer base consequently de...
^^^^^
Line 5, column 370, Rule ID: SENT_START_CONJUNCTIVE_LINKING_ADVERB_COMMA[1]
Message: Did you forget a comma after a conjunctive/linking adverb?
Suggestion: Hence,
...ibly cheaper than that of a TV station. Hence the loss in advertising contract could ...
^^^^^
Transition Words or Phrases used:
consequently, hence, if, so, well, such as, as a result
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 14.0 19.6327345309 71% => OK
Auxiliary verbs: 13.0 12.9520958084 100% => OK
Conjunction : 10.0 11.1786427146 89% => OK
Relative clauses : 10.0 13.6137724551 73% => More relative clauses wanted.
Pronoun: 22.0 28.8173652695 76% => OK
Preposition: 52.0 55.5748502994 94% => OK
Nominalization: 17.0 16.3942115768 104% => OK
Performance on vocabulary words:
No of characters: 1701.0 2260.96107784 75% => OK
No of words: 351.0 441.139720559 80% => More content wanted.
Chars per words: 4.84615384615 5.12650576532 95% => OK
Fourth root words length: 4.32839392791 4.56307096286 95% => OK
Word Length SD: 2.6692435257 2.78398813304 96% => OK
Unique words: 159.0 204.123752495 78% => More unique words wanted.
Unique words percentage: 0.452991452991 0.468620217663 97% => OK
syllable_count: 513.0 705.55239521 73% => OK
avg_syllables_per_word: 1.5 1.59920159681 94% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 2.0 4.96107784431 40% => OK
Article: 4.0 8.76447105788 46% => OK
Subordination: 1.0 2.70958083832 37% => OK
Conjunction: 0.0 1.67365269461 0% => OK
Preposition: 0.0 4.22255489022 0% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 17.0 19.7664670659 86% => OK
Sentence length: 20.0 22.8473053892 88% => OK
Sentence length SD: 51.5727725166 57.8364921388 89% => OK
Chars per sentence: 100.058823529 119.503703932 84% => OK
Words per sentence: 20.6470588235 23.324526521 89% => OK
Discourse Markers: 3.23529411765 5.70786347227 57% => More transition words/phrases wanted.
Paragraphs: 4.0 5.15768463074 78% => More paragraphs wanted.
Language errors: 4.0 5.25449101796 76% => OK
Sentences with positive sentiment : 8.0 8.20758483034 97% => OK
Sentences with negative sentiment : 4.0 6.88822355289 58% => More negative sentences wanted.
Sentences with neutral sentiment: 5.0 4.67664670659 107% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.133607689376 0.218282227539 61% => OK
Sentence topic coherence: 0.0494171036316 0.0743258471296 66% => OK
Sentence topic coherence SD: 0.0567123280309 0.0701772020484 81% => OK
Paragraph topic coherence: 0.0857781190787 0.128457276422 67% => OK
Paragraph topic coherence SD: 0.0687778184395 0.0628817314937 109% => OK
Essay readability:
automated_readability_index: 11.7 14.3799401198 81% => Automated_readability_index is low.
flesch_reading_ease: 59.64 48.3550499002 123% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 9.9 12.197005988 81% => OK
coleman_liau_index: 10.85 12.5979740519 86% => OK
dale_chall_readability_score: 7.73 8.32208582834 93% => OK
difficult_words: 69.0 98.500998004 70% => More difficult words wanted.
linsear_write_formula: 11.0 12.3882235529 89% => OK
gunning_fog: 10.0 11.1389221557 90% => OK
text_standard: 10.0 11.9071856287 84% => OK
What are above readability scores?
---------------------
Rates: 50.0 out of 100
Scores by essay e-grader: 3.0 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.