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 moviesactually 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 todecide 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 argument of the advertising director needs a few pieces of evidence in order to answer some questions and evaluate the recommendation. Firstly, percentage wise, the exact amount of people attending the Super Screen-produced movies needs to be known for that year compared to, say, an average of previous years for Super Screen and for other producers. The credibility of movie reviewers also needs to be evaluated in order to determine the validity of their reviews. Also, a critique of the advertising director and the advertising department is required since the director is essentially requesting a larger budget for the next year.
The first question to be answered is regarding how many fewer people are watching the movies produced by the studio exactly. If the relative percentage compared to previous years is only a few percent, then that could be within the margin of error, or simply due to a downturn in the movie market in general. The overall health of the movie market must not be ignored. People may be watching not only fewer movies produced by Super Screen, but fewer movies in general.
In regards to the greater amount of positive reviews, the credibility of the reviewers needs to be evaluated. Also, the selection of reviewers needs to be compared to that of previous years to determine if there was any shift in who reviews Super Screen-produced movies. The legitimacy of these reviews needs to be verified since what the director says in their memo is not necessarily true. The reviews could be, in fact, more neutral or negative than positive.
An additional consideration is that of the advertising director and the advertising depertment in general. The director could be using a downturn in the movie market overall to motivate Super Screen to allocate more money to his department. A review of the advertising depertment's expenditures should also be evaluated for their effectiveness and neccessity. The department could be wasting budget on needless advertising in one locale, while missing a large potential market in another. The director might be taking advantage of this situation to requisition more money.
Based off of these facts, questions can be answered to determine if the reccomendation of an increased budget for the advertising department is valid. A souring of the overall movie market could be responsible for the decreased attendence. The reviewers of the past year's movies should be compared to those of previous years to determine if that group has changed significantly, therefore possibly causing the greater percentage of positive reviews. The advertising department itsself should also be analyzed to find if their use of their existing budget is justified. Answering these questions should help determine if the director's reccommendation is sound.
Comments
Essay evaluation 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: 22 15
No. of Words: 451 350
No. of Characters: 2318 1500
No. of Different Words: 188 200
Fourth Root of Number of Words: 4.608 4.7
Average Word Length: 5.14 4.6
Word Length SD: 2.975 2.4
No. of Words greater than 5 chars: 176 100
No. of Words greater than 6 chars: 137 80
No. of Words greater than 7 chars: 109 40
No. of Words greater than 8 chars: 67 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 20.5 21.0
Sentence Length SD: 6.827 7.5
Use of Discourse Markers (%): 0.682 0.12
Sentence-Text Coherence: 0.328 0.35
Sentence-Para Coherence: 0.533 0.50
Sentence-Sentence Coherence: 0.042 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 5, column 1, Rule ID: IN_REGARD_TO[1]
Message: Use simply 'regarding' or 'with regard to'.
Suggestion: Regarding; With regard to
...Screen, but fewer movies in general. In regards to the greater amount of positive reviews,...
^^^^^^^^^^^^^
Transition Words or Phrases used:
also, but, first, firstly, if, may, regarding, so, then, therefore, while, in fact, in general
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 29.0 19.6327345309 148% => OK
Auxiliary verbs: 13.0 12.9520958084 100% => OK
Conjunction : 8.0 11.1786427146 72% => OK
Relative clauses : 6.0 13.6137724551 44% => More relative clauses wanted.
Pronoun: 16.0 28.8173652695 56% => OK
Preposition: 68.0 55.5748502994 122% => OK
Nominalization: 17.0 16.3942115768 104% => OK
Performance on vocabulary words:
No of characters: 2368.0 2260.96107784 105% => OK
No of words: 451.0 441.139720559 102% => OK
Chars per words: 5.25055432373 5.12650576532 102% => OK
Fourth root words length: 4.60833598836 4.56307096286 101% => OK
Word Length SD: 3.01883866023 2.78398813304 108% => OK
Unique words: 192.0 204.123752495 94% => More unique words wanted.
Unique words percentage: 0.425720620843 0.468620217663 91% => More unique words wanted or less content wanted.
syllable_count: 755.1 705.55239521 107% => OK
avg_syllables_per_word: 1.7 1.59920159681 106% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 0.0 4.96107784431 0% => OK
Article: 19.0 8.76447105788 217% => Less articles wanted as sentence beginning.
Subordination: 2.0 2.70958083832 74% => OK
Conjunction: 2.0 1.67365269461 119% => OK
Preposition: 2.0 4.22255489022 47% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 22.0 19.7664670659 111% => OK
Sentence length: 20.0 22.8473053892 88% => OK
Sentence length SD: 40.3424647587 57.8364921388 70% => OK
Chars per sentence: 107.636363636 119.503703932 90% => OK
Words per sentence: 20.5 23.324526521 88% => OK
Discourse Markers: 4.27272727273 5.70786347227 75% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 1.0 5.25449101796 19% => OK
Sentences with positive sentiment : 12.0 8.20758483034 146% => OK
Sentences with negative sentiment : 5.0 6.88822355289 73% => OK
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: 0.226904809777 0.218282227539 104% => OK
Sentence topic coherence: 0.0824830212618 0.0743258471296 111% => OK
Sentence topic coherence SD: 0.0747384715455 0.0701772020484 106% => OK
Paragraph topic coherence: 0.151289343611 0.128457276422 118% => OK
Paragraph topic coherence SD: 0.0612863884716 0.0628817314937 97% => OK
Essay readability:
automated_readability_index: 13.5 14.3799401198 94% => Automated_readability_index is low.
flesch_reading_ease: 42.72 48.3550499002 88% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 12.3 12.197005988 101% => OK
coleman_liau_index: 13.17 12.5979740519 105% => OK
dale_chall_readability_score: 8.3 8.32208582834 100% => OK
difficult_words: 105.0 98.500998004 107% => OK
linsear_write_formula: 15.0 12.3882235529 121% => OK
gunning_fog: 10.0 11.1389221557 90% => OK
text_standard: 14.0 11.9071856287 118% => 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.