The following appeared in a memo from the marketing director of Top Dog Pet Stores.
"Five years ago Fish Emporium started advertising in the magazine Exotic Pets Monthly. Their stores saw sales increase by 15 percent after their ads began appearing in the magazine. The three Fish Emporium stores in Gulf City saw an even greater increase than that. Because Top Dog Pet Stores is based in Gulf City, it seems clear that we should start placing our own ads in Exotic Pets Monthly. If we do so, we will be sure to reverse the recent trend of declining sales and start making a profit again."
Write a response in which you examine the stated and/or unstated assumptions of the argument. Be sure to explain how the argument depends on these assumptions and what the implications are for the argument if the assumptions prove unwarranted.
The marketing manager of Top Dog Pet states that if their company begin advertising in the Exotic Pets, which is a monthly magazine, they will hinder downward trend in the selling and their company will be lucrative. The argument relies on a series of unwarranted assumptions, which considering together make the argument wholly unconvincing.
To begin with, the author count on the efficacious impact of advertising on sales of Fish Emporium. It might be a false causation and it is just a coincidence, thus sales increasing in Fish Emporium may have caused by different reasons. To illustration, the board of management may have changed and new persons selected a new strategy for selling the products. Since, they decided to offer significant bargain on their fishes or they offer food of fishes as a gift to their customers who buy fish as pet. To bolster the argument, the author needs to find realistic reasons of increasing sales in Fish Emporium.
The author assumes that people of Gulf City read the Exotic Pets magazine and they are able to see the advertisement. In addition, another crucial assumption is that advertisements affect people when they are making decision. It is possible that aforementioned magazine do not publish in Gulf City at all or few people receive it, thus, it cannot affect the decision of residents of Gulf City. Furthermore, it is a vital question that which kind of advertisement have the most impression on them: magazines, media or billboards. To bolster the argument, it is suggested that the manager do comprehensive research to find the most effective ways in order to make impression on people of Gulf City.
Also, the author commits a classic form of false analogy. It is true that both company are working in pet industry, but their products are completely different; one selling the fish, another one selling the dog. It might be having a beautiful aquarium is getting privilege in design of newly constructed homes while having a dog as pet is getting outmoded. Hence, it would be haste to conclude that advertisement in the magazine would lead to selling dogs more. Also, there is another unproved assumption which is increasing in amount of selling would bring about profit. Probably, even if Top Dog Pet increases its selling income, it cannot neither cover the expenses nor be lucrative. Consequently, to strengthen the argument, quantified data about current selling income, expenses and prospective of both is required.
To wrath it up, the manager of Top Dog Pet can champion his proposal by providing some information such as new trend in pet industry, most effective way in advertisement and targeted people of the company to sell products. In the meantime, by adding some financial information he is able to make a sensible conclusion.
Comments
Essay evaluation report
argument 1 -- OK
argument 2 -- not exactly.
argument 3 -- OK
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Need to argue against the conclusion always. For this topic it is:
If we do so, we will be sure to reverse the recent trend of declining sales and start making a profit again.
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Attribute Value Ideal
Final score: 4.0 out of 6
Category: Good Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 21 15
No. of Words: 463 350
No. of Characters: 2278 1500
No. of Different Words: 215 200
Fourth Root of Number of Words: 4.639 4.7
Average Word Length: 4.92 4.6
Word Length SD: 2.828 2.4
No. of Words greater than 5 chars: 166 100
No. of Words greater than 6 chars: 133 80
No. of Words greater than 7 chars: 94 40
No. of Words greater than 8 chars: 54 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 22.048 21.0
Sentence Length SD: 7.094 7.5
Use of Discourse Markers (%): 0.714 0.12
Sentence-Text Coherence: 0.287 0.35
Sentence-Para Coherence: 0.52 0.50
Sentence-Sentence Coherence: 0.077 0.07
Number of Paragraphs: 5 5
Transition Words or Phrases used:
also, but, consequently, furthermore, hence, if, may, so, then, thus, while, in addition, kind of, such as, it is true, to begin with
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 22.0 19.6327345309 112% => OK
Auxiliary verbs: 12.0 12.9520958084 93% => OK
Conjunction : 11.0 11.1786427146 98% => OK
Relative clauses : 14.0 13.6137724551 103% => OK
Pronoun: 34.0 28.8173652695 118% => OK
Preposition: 65.0 55.5748502994 117% => OK
Nominalization: 19.0 16.3942115768 116% => OK
Performance on vocabulary words:
No of characters: 2346.0 2260.96107784 104% => OK
No of words: 463.0 441.139720559 105% => OK
Chars per words: 5.06695464363 5.12650576532 99% => OK
Fourth root words length: 4.63868890866 4.56307096286 102% => OK
Word Length SD: 2.92846128638 2.78398813304 105% => OK
Unique words: 223.0 204.123752495 109% => OK
Unique words percentage: 0.481641468683 0.468620217663 103% => OK
syllable_count: 738.9 705.55239521 105% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 11.0 4.96107784431 222% => Less pronouns wanted as sentence beginning.
Article: 8.0 8.76447105788 91% => OK
Subordination: 1.0 2.70958083832 37% => OK
Conjunction: 1.0 1.67365269461 60% => OK
Preposition: 9.0 4.22255489022 213% => Less preposition wanted as sentence beginnings.
Performance on sentences:
How many sentences: 21.0 19.7664670659 106% => OK
Sentence length: 22.0 22.8473053892 96% => OK
Sentence length SD: 37.6461023871 57.8364921388 65% => OK
Chars per sentence: 111.714285714 119.503703932 93% => OK
Words per sentence: 22.0476190476 23.324526521 95% => OK
Discourse Markers: 6.33333333333 5.70786347227 111% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 0.0 5.25449101796 0% => OK
Sentences with positive sentiment : 10.0 8.20758483034 122% => OK
Sentences with negative sentiment : 3.0 6.88822355289 44% => More negative sentences wanted.
Sentences with neutral sentiment: 8.0 4.67664670659 171% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.2199979633 0.218282227539 101% => OK
Sentence topic coherence: 0.0636287416166 0.0743258471296 86% => OK
Sentence topic coherence SD: 0.0562097514088 0.0701772020484 80% => OK
Paragraph topic coherence: 0.124541076192 0.128457276422 97% => OK
Paragraph topic coherence SD: 0.0434938036194 0.0628817314937 69% => OK
Essay readability:
automated_readability_index: 13.5 14.3799401198 94% => Automated_readability_index is low.
flesch_reading_ease: 49.15 48.3550499002 102% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 11.9 12.197005988 98% => OK
coleman_liau_index: 12.13 12.5979740519 96% => OK
dale_chall_readability_score: 8.41 8.32208582834 101% => OK
difficult_words: 108.0 98.500998004 110% => OK
linsear_write_formula: 11.5 12.3882235529 93% => OK
gunning_fog: 10.8 11.1389221557 97% => OK
text_standard: 12.0 11.9071856287 101% => OK
What are above readability scores?
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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.