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 memo is an argument from the advertising director of Super Screen Movie Production Company giving their view on the lower attendance at their movies. They state that that even though the attendance at their movies fell in the last year, the positive reviews of their movies increased over the same period. They reason that poor attendance is not because of the quality issues but because of lack of awareness amongst the public about them and, hence, recommend an increase in advertising budget.
The recommendation is based on very weak foundation. Although the paragraph makes no clear mention of the genres of movies produced by the company it stands to reason that the attendance at their movies brings in a specific fan-base. The positive reviews possibly emanate from the same fan base and, hence, are immediately suspect.
In the first wave, movies draw viewers who subscribe to the particular genre, say fantasy, romance, comedy, horror, etc. Advertising can help increase the awareness of new releases amongst the public. The next wave of viewers, however, would be drawn-in by word of mouth publicity and reviews, numbers snowballing if it has appeal across genres. That the movies of this company are unable to draw-in viewers despite positive reviews, again points to lack of content with a mass appeal. No amount of advertising will increase viewership if the content lacks quality and appeal.
The company needs to conduct a survey amongst its viewers to identify the elements that appeal to them and the ways they can improve the content. They may also analyze secondary data from other surveys, or the reason for success of other contemporary movies. having reviewed all the elements, they can put their creative heads together to offer a fresh bouquet of content. Marketing of new content would certainly benefit from advertising to increase its reach in the first wave itself.
In its present form, the recommendation is based on a feeble argument and should be itself subject to critical review.
Comments
Essay evaluation report
Attribute Value Ideal
Final score: ??? out of 6
Category: Poor Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 14 15
No. of Words: 331 350
No. of Characters: 1651 1500
No. of Different Words: 176 200
Fourth Root of Number of Words: 4.265 4.7
Average Word Length: 4.988 4.6
Word Length SD: 2.518 2.4
No. of Words greater than 5 chars: 134 100
No. of Words greater than 6 chars: 94 80
No. of Words greater than 7 chars: 52 40
No. of Words greater than 8 chars: 28 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 23.643 21.0
Sentence Length SD: 7.64 7.5
Use of Discourse Markers (%): 0.5 0.12
Sentence-Text Coherence: 0.347 0.35
Sentence-Para Coherence: 0.614 0.50
Sentence-Sentence Coherence: 0.102 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 5, column 54, Rule ID: SENTENCE_FRAGMENT[1]
Message: “Although” at the beginning of a sentence requires a 2nd clause. Maybe a comma, question or exclamation mark is missing, or the sentence is incomplete and should be joined with the following sentence.
...ation is based on very weak foundation. Although the paragraph makes no clear mention of...
^^^^^^^^
Line 5, column 306, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...manate from the same fanbase and, hence, are immediately suspect. In the fi...
^^
Line 9, column 121, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...y fantasy, romance, comedy, horror, etc. Advertising can help increase the awaren...
^^
Line 13, column 259, Rule ID: UPPERCASE_SENTENCE_START
Message: This sentence does not start with an uppercase letter
Suggestion: Having
...r success of other conetmporary movies. having reviewed all the elements, they can put...
^^^^^^
Transition Words or Phrases used:
also, but, first, hence, however, if, may, second, so
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 8.0 19.6327345309 41% => More to be verbs wanted.
Auxiliary verbs: 7.0 12.9520958084 54% => OK
Conjunction : 8.0 11.1786427146 72% => OK
Relative clauses : 7.0 13.6137724551 51% => More relative clauses wanted.
Pronoun: 26.0 28.8173652695 90% => OK
Preposition: 52.0 55.5748502994 94% => OK
Nominalization: 11.0 16.3942115768 67% => OK
Performance on vocabulary words:
No of characters: 1706.0 2260.96107784 75% => OK
No of words: 328.0 441.139720559 74% => More content wanted.
Chars per words: 5.2012195122 5.12650576532 101% => OK
Fourth root words length: 4.25567506705 4.56307096286 93% => OK
Word Length SD: 2.61947557544 2.78398813304 94% => OK
Unique words: 180.0 204.123752495 88% => More unique words wanted.
Unique words percentage: 0.548780487805 0.468620217663 117% => OK
syllable_count: 525.6 705.55239521 74% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 5.0 4.96107784431 101% => OK
Article: 7.0 8.76447105788 80% => OK
Subordination: 1.0 2.70958083832 37% => OK
Conjunction: 1.0 1.67365269461 60% => OK
Preposition: 2.0 4.22255489022 47% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 16.0 19.7664670659 81% => Need more sentences. Double check the format of sentences, make sure there is a space between two sentences, or have enough periods. And also check the lengths of sentences, maybe they are too long.
Sentence length: 20.0 22.8473053892 88% => OK
Sentence length SD: 35.0102105642 57.8364921388 61% => OK
Chars per sentence: 106.625 119.503703932 89% => OK
Words per sentence: 20.5 23.324526521 88% => OK
Discourse Markers: 3.3125 5.70786347227 58% => More transition words/phrases wanted.
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 4.0 5.25449101796 76% => OK
Sentences with positive sentiment : 10.0 8.20758483034 122% => OK
Sentences with negative sentiment : 4.0 6.88822355289 58% => More negative sentences wanted.
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: 0.194215754844 0.218282227539 89% => OK
Sentence topic coherence: 0.0595965700664 0.0743258471296 80% => OK
Sentence topic coherence SD: 0.0774970634748 0.0701772020484 110% => OK
Paragraph topic coherence: 0.0968964738662 0.128457276422 75% => OK
Paragraph topic coherence SD: 0.0782740304692 0.0628817314937 124% => OK
Essay readability:
automated_readability_index: 13.3 14.3799401198 92% => Automated_readability_index is low.
flesch_reading_ease: 51.18 48.3550499002 106% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 11.1 12.197005988 91% => OK
coleman_liau_index: 12.88 12.5979740519 102% => OK
dale_chall_readability_score: 8.82 8.32208582834 106% => OK
difficult_words: 87.0 98.500998004 88% => OK
linsear_write_formula: 11.0 12.3882235529 89% => OK
gunning_fog: 10.0 11.1389221557 90% => 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.