"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.
A memo form the advertising director of Super Screen Movie Production Company states that there is a dip in the number of people who viewed their movies over the past one year. The director cites various reasons for such a situation to occur, hence the advertising director is of the opinion that the advertising budget should be increased so that they can advertise more, to the people, the movies made by the production house. The suggestion by the director as well as the evidences provided are noteworthy, although a closer look unearths a few alternate possibilities that could undermine the director's final conclusion.
Firstly, the advertising director states that the dip in viewership has occured over the past year. It could be possible that the viewers of their movies or the place which they belong to is going through a spell of recession. It could be possible that people have stopped or minimized watching movies altogether, not just the movies produced by Super Screen Movie Production Company. This could mean that even if the advertising budget is increased and the people are made aware of the movies, they would be reluctant to spend money on buying movie tickets. This could mean that increasing the advertisng budget in the hope of increasing viewership would be a futile move by the advertising director.
Secondly, the advertising director has cited positive reviews being received by the movies that are produced by Super Screen Movie Production Company, and he thinks that these reviews are not reaching the people, hence there is a dip in movie viewership. What if the movie reviews are reaching the audience, people know that the movie is critically acclaimed, but the viewers are not happy with the genre of movies that Super Screen Movie Production Company is producing? This could mean that, even if the advertising director makes more and more people aware of the movie and the reviews it garnered, it would not be a good enough motivation for the people to watch the movie since they are not interested in it. Thus, increasing the advertising budget could prove to be a loss of money for the production company.
Lastly, let's assume that the movies being made by Super Screen Movie Production Company are of a very good quality, as stated by the advertising director, it does not necessarily mean that the advertising them will help Super Screen Movie Production Company recover their lost audience. What if the people have found other ways of watching movies, like through online streaming or viewing pirated content from online sources? This could mean that any effort made by the adversting director would not be enough to bring back the lost audience and on the contrary, excessive spending on advertising will only exacerbate their situation.
In sum, the evidences provided by the advertisng director are fallacious and dubious. The evidences, when closely read, lead to erroneous interpretations. As a result, it cannot be categorically stated if increasing advertising budget will revive the count of people who watch movies produced by Super Screen Movie Production Company.
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Comments
e-rater score report
Attribute Value Ideal
Final score: 3.0 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 18 15
No. of Words: 512 350
No. of Characters: 2561 1500
No. of Different Words: 197 200
Fourth Root of Number of Words: 4.757 4.7
Average Word Length: 5.002 4.6
Word Length SD: 2.635 2.4
No. of Words greater than 5 chars: 183 100
No. of Words greater than 6 chars: 128 80
No. of Words greater than 7 chars: 97 40
No. of Words greater than 8 chars: 64 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 28.444 21.0
Sentence Length SD: 10.657 7.5
Use of Discourse Markers (%): 0.667 0.12
Sentence-Text Coherence: 0.397 0.35
Sentence-Para Coherence: 0.587 0.50
Sentence-Sentence Coherence: 0.166 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 1, column 8, Rule ID: FROM_FORM[4]
Message: Did you mean 'from'?
Suggestion: from
A memo form the advertising director of Super Scree...
^^^^
Line 7, column 636, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...g will only exacerbate their situation. In sum, the evidences provided by the ad...
^^^^^
Transition Words or Phrases used:
but, first, firstly, hence, if, lastly, look, second, secondly, so, thus, well, as a result, as well as, on the contrary
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 27.0 19.6327345309 138% => OK
Auxiliary verbs: 18.0 12.9520958084 139% => OK
Conjunction : 10.0 11.1786427146 89% => OK
Relative clauses : 21.0 13.6137724551 154% => OK
Pronoun: 39.0 28.8173652695 135% => Less pronouns wanted
Preposition: 51.0 55.5748502994 92% => OK
Nominalization: 16.0 16.3942115768 98% => OK
Performance on vocabulary words:
No of characters: 2617.0 2260.96107784 116% => OK
No of words: 512.0 441.139720559 116% => OK
Chars per words: 5.111328125 5.12650576532 100% => OK
Fourth root words length: 4.75682846001 4.56307096286 104% => OK
Word Length SD: 2.70767023821 2.78398813304 97% => OK
Unique words: 203.0 204.123752495 99% => OK
Unique words percentage: 0.396484375 0.468620217663 85% => More unique words wanted or less content wanted.
syllable_count: 811.8 705.55239521 115% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 10.0 4.96107784431 202% => Less pronouns wanted as sentence beginning.
Article: 8.0 8.76447105788 91% => OK
Subordination: 5.0 2.70958083832 185% => OK
Conjunction: 2.0 1.67365269461 119% => OK
Preposition: 3.0 4.22255489022 71% => OK
Performance on sentences:
How many sentences: 18.0 19.7664670659 91% => OK
Sentence length: 28.0 22.8473053892 123% => The Avg. Sentence Length is relatively long.
Sentence length SD: 61.3283260838 57.8364921388 106% => OK
Chars per sentence: 145.388888889 119.503703932 122% => OK
Words per sentence: 28.4444444444 23.324526521 122% => OK
Discourse Markers: 6.66666666667 5.70786347227 117% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 2.0 5.25449101796 38% => 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: 2.0 4.67664670659 43% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.354706258283 0.218282227539 162% => OK
Sentence topic coherence: 0.133840087485 0.0743258471296 180% => OK
Sentence topic coherence SD: 0.108708519694 0.0701772020484 155% => OK
Paragraph topic coherence: 0.238609824605 0.128457276422 186% => OK
Paragraph topic coherence SD: 0.0374418134008 0.0628817314937 60% => OK
Essay readability:
automated_readability_index: 16.9 14.3799401198 118% => OK
flesch_reading_ease: 43.06 48.3550499002 89% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 14.2 12.197005988 116% => OK
coleman_liau_index: 12.65 12.5979740519 100% => OK
dale_chall_readability_score: 8.02 8.32208582834 96% => OK
difficult_words: 97.0 98.500998004 98% => OK
linsear_write_formula: 19.0 12.3882235529 153% => OK
gunning_fog: 13.2 11.1389221557 119% => OK
text_standard: 13.0 11.9071856287 109% => 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.