"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 passage states that Super Screen Movie Production Company should increase its funding for advertising. The reason behind this pice of eadvice is that the share of positive reviews increased during the time when movie attendance fell. Nonetheless, before implementing this recommendation, several questions sould be asked as it depends crucially on a number of assumptions.
Firstly, the author of the passage supposes that tastes of reviewers are idential to the tastes of general public. It is not neccessarily so. Reviews may be written by professional critics who doesn't value the same qualities of movies as the prospecitve viewers. For example, they may place more emphasis on the quality of film-making, while the audience might want to see attractive characters and spectacular action sequances. Additional surveys should be conducted in order to understand how the opinion of the reviewers correlates with the public opinion.
Secondly, while it is stated that the share of positive reviews went up, it is unclear if this share is high. It may be the case that last year only 10% of reviewers were happy with the movies. Then, even 20% of positive reviews may be seen as a significant improvement. At the same time, the proportion of good reviews remains low, so Super Screen movies can't be called high-quality ones. Thus, the information about the past and current share of positive reviews is needed.
Thirdly, it is unclear how the increase in advertisement funding will affect the attendance of the movies. In some cases, it may be ineffective or even counterproductive. For example, there may be already plenty of advertising for Super Screen movies, and people are tired of constantly encountering it. In this case, more advertising will annoy people, and their attitide to Super Screen Movies may deteriorate. Another possible case is that advertising funds may be used ineffectively. Probably, the advertising is poorly designed and doesn't reach the target audience. For example, it is showed in the TV channels that the target audience rarely watch. Thus, even if the funding is used to show the advertising more frequently, it will have little to no effect. At the same time, by switching the channel the Super Screen advertisement may reach more people interested in watching movie of their genre. Probably, it may be done without the increase in funding for advertisements. Consequntly, the company should conduct marketing research to answer the question if the funds may be used more productively and how the public is going to react at the increase in advertisiment budget.
To sum up, the argument in its current form is not persuasive enought. Additional information should be required to find out if the assumptions made are justified by the evidence. If any of them are false, the higher budget for advertisement is unlikely to improve the performance of the Super Screen Movie Production Company.
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Comments
Essay evaluation report
argument 1 -- not OK
argument 2 -- not OK
argument 3 -- OK
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samples:
https://www.testbig.com/gmatgre-argument-task-essays/following-taken-me…
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Attribute Value Ideal
Final score: 2.5 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 27 15
No. of Words: 476 350
No. of Characters: 2398 1500
No. of Different Words: 227 200
Fourth Root of Number of Words: 4.671 4.7
Average Word Length: 5.038 4.6
Word Length SD: 2.923 2.4
No. of Words greater than 5 chars: 181 100
No. of Words greater than 6 chars: 132 80
No. of Words greater than 7 chars: 89 40
No. of Words greater than 8 chars: 61 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 17.63 21.0
Sentence Length SD: 5.492 7.5
Use of Discourse Markers (%): 0.852 0.12
Sentence-Text Coherence: 0.275 0.35
Sentence-Para Coherence: 0.466 0.50
Sentence-Sentence Coherence: 0.059 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 3, column 100, Rule ID: GENERAL_XX[1]
Message: Use simply 'public'.
Suggestion: public
...reviewers are idential to the tastes of general public. It is not neccessarily so. Reviews may...
^^^^^^^^^^^^^^
Line 3, column 194, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: doesn't
... be written by professional critics who doesnt value the same qualities of movies as t...
^^^^^^
Line 5, column 357, Rule ID: CANT[1]
Message: Did you mean 'can't' or 'cannot'?
Suggestion: can't; cannot
...ews remains low, so Super Screen movies cant be called high-quality ones. Thus, the ...
^^^^
Line 7, column 538, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: doesn't
... the advertising is poorly designed and doesnt reach the target audience. For example,...
^^^^^^
Transition Words or Phrases used:
first, firstly, if, may, nonetheless, second, secondly, so, then, third, thirdly, thus, while, for example, in some cases, to sum up
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 31.0 19.6327345309 158% => OK
Auxiliary verbs: 19.0 12.9520958084 147% => OK
Conjunction : 7.0 11.1786427146 63% => OK
Relative clauses : 9.0 13.6137724551 66% => More relative clauses wanted.
Pronoun: 28.0 28.8173652695 97% => OK
Preposition: 59.0 55.5748502994 106% => OK
Nominalization: 20.0 16.3942115768 122% => OK
Performance on vocabulary words:
No of characters: 2469.0 2260.96107784 109% => OK
No of words: 474.0 441.139720559 107% => OK
Chars per words: 5.20886075949 5.12650576532 102% => OK
Fourth root words length: 4.66599839874 4.56307096286 102% => OK
Word Length SD: 3.00532517103 2.78398813304 108% => OK
Unique words: 229.0 204.123752495 112% => OK
Unique words percentage: 0.483122362869 0.468620217663 103% => OK
syllable_count: 777.6 705.55239521 110% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 9.0 4.96107784431 181% => OK
Article: 9.0 8.76447105788 103% => OK
Subordination: 5.0 2.70958083832 185% => OK
Conjunction: 2.0 1.67365269461 119% => OK
Preposition: 7.0 4.22255489022 166% => OK
Performance on sentences:
How many sentences: 27.0 19.7664670659 137% => OK
Sentence length: 17.0 22.8473053892 74% => The Avg. Sentence Length is relatively short.
Sentence length SD: 35.026973733 57.8364921388 61% => OK
Chars per sentence: 91.4444444444 119.503703932 77% => OK
Words per sentence: 17.5555555556 23.324526521 75% => OK
Discourse Markers: 4.88888888889 5.70786347227 86% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 4.0 5.25449101796 76% => OK
Sentences with positive sentiment : 16.0 8.20758483034 195% => OK
Sentences with negative sentiment : 7.0 6.88822355289 102% => OK
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: 0.153199447549 0.218282227539 70% => OK
Sentence topic coherence: 0.0468617763064 0.0743258471296 63% => OK
Sentence topic coherence SD: 0.0634102041188 0.0701772020484 90% => OK
Paragraph topic coherence: 0.0951913115249 0.128457276422 74% => OK
Paragraph topic coherence SD: 0.0470742334872 0.0628817314937 75% => OK
Essay readability:
automated_readability_index: 11.9 14.3799401198 83% => Automated_readability_index is low.
flesch_reading_ease: 54.22 48.3550499002 112% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 9.9 12.197005988 81% => OK
coleman_liau_index: 12.64 12.5979740519 100% => OK
dale_chall_readability_score: 8.28 8.32208582834 99% => OK
difficult_words: 114.0 98.500998004 116% => OK
linsear_write_formula: 8.5 12.3882235529 69% => OK
gunning_fog: 8.8 11.1389221557 79% => OK
text_standard: 9.0 11.9071856287 76% => OK
What are above readability scores?
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Rates: 50.0 out of 100
Scores by essay e-grader: 3.0 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.