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 issue and under discussion call into question what effect an increased advertising would have on potential customers. It is an issue that requires careful consideration of all factors that could enhance or hinder customers from patronizing Super Screen, despite its movies being of good quality, and to what extent increased advertising would impact the customer turnover.
A question that begs asking, is, "what is the nature of Super-Screen's current advertising ?" It would be an effort in futility to increase advertising spending if the problem lies with the means of advertising. Is it using outdated channels to advertise its movies? How many people do we know that interact with their advertisments. Do we have data on the conversion rate of their adverts to visiting viewers. The provided statistics would indicate that it is not working as well as it ought to. So, rather than invest more money into advertising channels that might not be ideal, we ought to propery analyse its current advertising strategy, and seek to improve before dumping more money into it. If its current advertising channels are not working, then, seeking improved advertising strategies might be a more ost-effective approach to improving the number of viewers it gets.
Another issue we ought to consider is the demand for the type of movies being produced. It stands to reason that, regardless of the movie's quality, if its content is not a subject or format that viewers want to watch, the number of people signing up to view it isn't likely to increase anytime soon. Take for instance, monochrome video production went out of style decades ago with the advent of coloured TV. Producing quality black-and-white movies today is unlikely to generate as much interest as it might have commanded in its heydays. A show that caters exclusively to cooking is also less likely to draw in crowds who typically run away from the kitchen. More advertising for a show not a lot of people want to watch would be money down the drain, negatively impacting Super Screen's balance sheet.
In addition, what do we know about the market Super Screen serves. Are there other companies producing similar or better-quality movies compared to Super Screen? A situation where Super Screen is not the top-dog in its niche could explain why it is seeing less-than-expected turnouts for its movies. What is its competition doing differently or better. The answer to these questions could provide alternative strategies for improving its viewer conversion rates.
In conclusion, deciding to improve expenditure on advertising based on currently available information has all the indications of being hasty and myopic. One needs to thoroughly evaluate the current advertising strategies and channels to ascertain that increased spending rather than different startegies and channels is the appropriate course of action. Also, an analysis of the nature of movies produced by Super Screen, as well as its target demographic could provide insights for improving public conversion. Finally, information about competing companies could suggest more cost-effective strategies. So, before taking the leap on more advertising spending, Super Screen ought to look carefully at these issues.
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Comments
Essay evaluations by e-grader
Grammar and spelling errors:
Line 3, column 261, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: isn't
... number of people signing up to view it isnt likely to increase anytime soon. Take f...
^^^^
Transition Words or Phrases used:
also, finally, if, look, so, then, well, for instance, in addition, in conclusion, as well as
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 21.0 19.5258426966 108% => OK
Auxiliary verbs: 17.0 12.4196629213 137% => OK
Conjunction : 11.0 14.8657303371 74% => OK
Relative clauses : 12.0 11.3162921348 106% => OK
Pronoun: 41.0 33.0505617978 124% => Less pronouns wanted
Preposition: 68.0 58.6224719101 116% => OK
Nominalization: 12.0 12.9106741573 93% => OK
Performance on vocabulary words:
No of characters: 2742.0 2235.4752809 123% => OK
No of words: 516.0 442.535393258 117% => OK
Chars per words: 5.31395348837 5.05705443957 105% => OK
Fourth root words length: 4.76609204519 4.55969084622 105% => OK
Word Length SD: 2.94590727779 2.79657885939 105% => OK
Unique words: 267.0 215.323595506 124% => OK
Unique words percentage: 0.517441860465 0.4932671777 105% => OK
syllable_count: 851.4 704.065955056 121% => OK
avg_syllables_per_word: 1.6 1.59117977528 101% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 4.0 6.24550561798 64% => OK
Article: 8.0 4.99550561798 160% => OK
Subordination: 4.0 3.10617977528 129% => OK
Conjunction: 2.0 1.77640449438 113% => OK
Preposition: 4.0 4.38483146067 91% => OK
Performance on sentences:
How many sentences: 25.0 20.2370786517 124% => OK
Sentence length: 20.0 23.0359550562 87% => OK
Sentence length SD: 54.7474200305 60.3974514979 91% => OK
Chars per sentence: 109.68 118.986275619 92% => OK
Words per sentence: 20.64 23.4991977007 88% => OK
Discourse Markers: 3.72 5.21951772744 71% => OK
Paragraphs: 5.0 4.97078651685 101% => OK
Language errors: 1.0 7.80617977528 13% => OK
Sentences with positive sentiment : 14.0 10.2758426966 136% => OK
Sentences with negative sentiment : 5.0 5.13820224719 97% => OK
Sentences with neutral sentiment: 6.0 4.83258426966 124% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.217144220249 0.243740707755 89% => OK
Sentence topic coherence: 0.0657521088046 0.0831039109588 79% => OK
Sentence topic coherence SD: 0.0598681752397 0.0758088955206 79% => OK
Paragraph topic coherence: 0.137026109125 0.150359130593 91% => OK
Paragraph topic coherence SD: 0.0260619561529 0.0667264976115 39% => Paragraphs are similar to each other. Some content may get duplicated or it is not exactly right on the topic.
Essay readability:
automated_readability_index: 13.9 14.1392134831 98% => OK
flesch_reading_ease: 51.18 48.8420337079 105% => OK
smog_index: 8.8 7.92365168539 111% => OK
flesch_kincaid_grade: 11.1 12.1743820225 91% => OK
coleman_liau_index: 13.52 12.1639044944 111% => OK
dale_chall_readability_score: 9.0 8.38706741573 107% => OK
difficult_words: 143.0 100.480337079 142% => OK
linsear_write_formula: 14.5 11.8971910112 122% => OK
gunning_fog: 10.0 11.2143820225 89% => OK
text_standard: 14.0 11.7820224719 119% => OK
What are above readability scores?
---------------------
Rates: 83.33 out of 100
Scores by essay e-grader: 5.0 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.
Grammar and spelling errors:
Line 3, column 261, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: isn't
... number of people signing up to view it isnt likely to increase anytime soon. Take f...
^^^^
Transition Words or Phrases used:
also, finally, if, look, so, then, well, for instance, in addition, in conclusion, as well as
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 21.0 19.5258426966 108% => OK
Auxiliary verbs: 17.0 12.4196629213 137% => OK
Conjunction : 11.0 14.8657303371 74% => OK
Relative clauses : 12.0 11.3162921348 106% => OK
Pronoun: 41.0 33.0505617978 124% => Less pronouns wanted
Preposition: 68.0 58.6224719101 116% => OK
Nominalization: 12.0 12.9106741573 93% => OK
Performance on vocabulary words:
No of characters: 2742.0 2235.4752809 123% => OK
No of words: 516.0 442.535393258 117% => OK
Chars per words: 5.31395348837 5.05705443957 105% => OK
Fourth root words length: 4.76609204519 4.55969084622 105% => OK
Word Length SD: 2.94590727779 2.79657885939 105% => OK
Unique words: 267.0 215.323595506 124% => OK
Unique words percentage: 0.517441860465 0.4932671777 105% => OK
syllable_count: 851.4 704.065955056 121% => OK
avg_syllables_per_word: 1.6 1.59117977528 101% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 4.0 6.24550561798 64% => OK
Article: 8.0 4.99550561798 160% => OK
Subordination: 4.0 3.10617977528 129% => OK
Conjunction: 2.0 1.77640449438 113% => OK
Preposition: 4.0 4.38483146067 91% => OK
Performance on sentences:
How many sentences: 25.0 20.2370786517 124% => OK
Sentence length: 20.0 23.0359550562 87% => OK
Sentence length SD: 54.7474200305 60.3974514979 91% => OK
Chars per sentence: 109.68 118.986275619 92% => OK
Words per sentence: 20.64 23.4991977007 88% => OK
Discourse Markers: 3.72 5.21951772744 71% => OK
Paragraphs: 5.0 4.97078651685 101% => OK
Language errors: 1.0 7.80617977528 13% => OK
Sentences with positive sentiment : 14.0 10.2758426966 136% => OK
Sentences with negative sentiment : 5.0 5.13820224719 97% => OK
Sentences with neutral sentiment: 6.0 4.83258426966 124% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.217144220249 0.243740707755 89% => OK
Sentence topic coherence: 0.0657521088046 0.0831039109588 79% => OK
Sentence topic coherence SD: 0.0598681752397 0.0758088955206 79% => OK
Paragraph topic coherence: 0.137026109125 0.150359130593 91% => OK
Paragraph topic coherence SD: 0.0260619561529 0.0667264976115 39% => Paragraphs are similar to each other. Some content may get duplicated or it is not exactly right on the topic.
Essay readability:
automated_readability_index: 13.9 14.1392134831 98% => OK
flesch_reading_ease: 51.18 48.8420337079 105% => OK
smog_index: 8.8 7.92365168539 111% => OK
flesch_kincaid_grade: 11.1 12.1743820225 91% => OK
coleman_liau_index: 13.52 12.1639044944 111% => OK
dale_chall_readability_score: 9.0 8.38706741573 107% => OK
difficult_words: 143.0 100.480337079 142% => OK
linsear_write_formula: 14.5 11.8971910112 122% => OK
gunning_fog: 10.0 11.2143820225 89% => OK
text_standard: 14.0 11.7820224719 119% => OK
What are above readability scores?
---------------------
Rates: 83.33 out of 100
Scores by essay e-grader: 5.0 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.