"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 advertising director of a movie production company called Super-Screen is concerned with the decrease in the number of viewers and suggests devoting a higher share of budget to advertisement department to overcome this problem. Although his strategy may be successful, there are holes in his argument, some of which will be discussed below.
First, the manager should conduct a research to understand the reason behind the decrease in the number of viewers of Super Screen-produced movies. It may be caused by the emergence of Internet platforms such as Netflix; so that industry dynamics could have been changed. Perhaps, people prefer to watch movies at their homes. In that case, in lieu of allocating a higher budget for advertising, the company may consider broadcasting in other channels such as Internet as a new strategy.
Secondly, director claims that the contents of the review are not reaching to potential viewers but it is not clear. To understand this, the manager should learn the channel via which people learn about new movies before deciding on watching them or not. If they learn from newspapers and the number of readers is decreased, they may just switch to other platforms such as websites. So, the only thing they need to do is just changing where they spend money instead of squandering more money on old mediums.
Additionally, the only data we have is the increase in the percentage of the positive reviews, however, we do not know the change in the total number. The critiques who do not like the movies may prefer not to write a commentary instead of publishing negative opinions and put their effort to examining other movies. As a result, the whole number of reviews may have decreased and the reason behind the increased percentage can be the effect of decreased number of negative comments. Thus, the company should work on to improve the overall quality of films, maybe employing stars, or working with famous directors who won prizes.
The manager of the Super Screen Movie Production company is considering an increase in the advertisement budget to overcome the problem of decreased number of viewers. However, due to aforementioned reasons, his strategy may not be successful. Though a higher effort in advertisement may be conducive to the company, they need to better understand the reasons behind the problem and put some effort to better understand the industry dynamics in general.
Comments
Essay evaluation report
Attribute Value Ideal
Final score: 3.5 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 17 15
No. of Words: 400 350
No. of Characters: 1987 1500
No. of Different Words: 190 200
Fourth Root of Number of Words: 4.472 4.7
Average Word Length: 4.968 4.6
Word Length SD: 2.743 2.4
No. of Words greater than 5 chars: 162 100
No. of Words greater than 6 chars: 114 80
No. of Words greater than 7 chars: 79 40
No. of Words greater than 8 chars: 43 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 23.529 21.0
Sentence Length SD: 6.518 7.5
Use of Discourse Markers (%): 0.765 0.12
Sentence-Text Coherence: 0.322 0.35
Sentence-Para Coherence: 0.549 0.50
Sentence-Sentence Coherence: 0.05 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 5, column 35, Rule ID: A_UNCOUNTABLE[1]
Message: Uncountable nouns are usually not used with an indefinite article. Use simply 'research'.
Suggestion: research
... First, the manager should conduct a research to understand the reason behind the dec...
^^^^^^^^^^
Line 5, column 489, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...els such as Internet as a new strategy. Secondly, director claims that the conte...
^^^^^^^
Transition Words or Phrases used:
but, first, however, if, may, second, secondly, so, thus, in general, such as, as a result
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 15.0 19.6327345309 76% => OK
Auxiliary verbs: 16.0 12.9520958084 124% => OK
Conjunction : 8.0 11.1786427146 72% => OK
Relative clauses : 8.0 13.6137724551 59% => More relative clauses wanted.
Pronoun: 20.0 28.8173652695 69% => OK
Preposition: 63.0 55.5748502994 113% => OK
Nominalization: 8.0 16.3942115768 49% => More nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 2049.0 2260.96107784 91% => OK
No of words: 400.0 441.139720559 91% => More content wanted.
Chars per words: 5.1225 5.12650576532 100% => OK
Fourth root words length: 4.472135955 4.56307096286 98% => OK
Word Length SD: 2.81666358481 2.78398813304 101% => OK
Unique words: 195.0 204.123752495 96% => OK
Unique words percentage: 0.4875 0.468620217663 104% => OK
syllable_count: 627.3 705.55239521 89% => 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: 10.0 8.76447105788 114% => OK
Subordination: 5.0 2.70958083832 185% => OK
Conjunction: 1.0 1.67365269461 60% => OK
Preposition: 3.0 4.22255489022 71% => OK
Performance on sentences:
How many sentences: 17.0 19.7664670659 86% => OK
Sentence length: 23.0 22.8473053892 101% => OK
Sentence length SD: 41.5181621157 57.8364921388 72% => OK
Chars per sentence: 120.529411765 119.503703932 101% => OK
Words per sentence: 23.5294117647 23.324526521 101% => OK
Discourse Markers: 5.29411764706 5.70786347227 93% => 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 : 4.0 6.88822355289 58% => More negative sentences wanted.
Sentences with neutral sentiment: 4.0 4.67664670659 86% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.132731825832 0.218282227539 61% => OK
Sentence topic coherence: 0.0451200419132 0.0743258471296 61% => OK
Sentence topic coherence SD: 0.0578230026882 0.0701772020484 82% => OK
Paragraph topic coherence: 0.0817817827165 0.128457276422 64% => OK
Paragraph topic coherence SD: 0.0365267806164 0.0628817314937 58% => OK
Essay readability:
automated_readability_index: 14.5 14.3799401198 101% => OK
flesch_reading_ease: 48.13 48.3550499002 100% => OK
smog_index: 3.1 7.1628742515 43% => Smog_index is low.
flesch_kincaid_grade: 12.3 12.197005988 101% => OK
coleman_liau_index: 12.71 12.5979740519 101% => OK
dale_chall_readability_score: 8.72 8.32208582834 105% => OK
difficult_words: 100.0 98.500998004 102% => OK
linsear_write_formula: 13.5 12.3882235529 109% => OK
gunning_fog: 11.2 11.1389221557 101% => OK
text_standard: 13.0 11.9071856287 109% => 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.