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 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 contents of this memo suggests that increasing the advertising budget is the best way to increase the public's awareness that Super Screen makes good quality movies, and will therefore improve attendance. As the percentage of positive reviews of movies have gone up this year, the memo suggests that although the movies are better now than they were before, the public does not know yet that the movies have improved. In order to decide if this argument is reasonable, it is important to know the percentage of people who gave positive reviews this year and in previous years, know the type of advertising proposed, and to see if there are other reasons for the drop in attendance.
It is important to determine what is the cause for the drop of attendence. The memo suggests that attendance dropped because the public does not know that Super Screen makes good quality movies. However, it is possible that attendance has decreased due to other factors such as the price of the ticket, the number of movie theaters the movies are shown at and the number of movies that have been produced. For example, if last year the movies were shown in 1000 theaters, and in this year they were only shown in one theater, it would be expected that the drop in attendance is due to the lack of theaters the movie is being shown at. Increasing advertising will not be able to balance the loss of 99.9% of movie theaters.
Another question that will need to be addressed is what is the actual percentage of positive reviews of Super Screen movies reletive to the competition. If Super Screen movies have significantly less proportion of positive reviews compared to this competition, it will challenge the assumption that Super Screen movies are good quality. Also if there is a slight increase in positive reviews, it does not mean that the movies are better this year than in previous years, and therefore trying to show that the movies are of good quality will be ineffective.
Another question is the type of advertisment being suggested. If the advertising does not highlight the increase of movie quality, it will not be effective to teach the public that the movies are good quality.
Overall, this memo has some assumptions that need to addressed, before it can be concluded if the recommendation is valid. It is important to know about all the factors that caused the decrease in movie attendance, rather than jumping to conclusions about the cause of the movie attendance decrease.
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: 15 15
No. of Words: 424 350
No. of Characters: 2018 1500
No. of Different Words: 154 200
Fourth Root of Number of Words: 4.538 4.7
Average Word Length: 4.759 4.6
Word Length SD: 2.542 2.4
No. of Words greater than 5 chars: 137 100
No. of Words greater than 6 chars: 100 80
No. of Words greater than 7 chars: 75 40
No. of Words greater than 8 chars: 43 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 28.267 21.0
Sentence Length SD: 11.24 7.5
Use of Discourse Markers (%): 0.533 0.12
Sentence-Text Coherence: 0.383 0.35
Sentence-Para Coherence: 0.605 0.50
Sentence-Sentence Coherence: 0.102 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 1, column 107, Rule ID: POSSESIVE_APOSTROPHE[1]
Message: Possible typo: apostrophe is missing. Did you mean 'publics'' or 'public's'?
Suggestion: publics'; public's
... budget is the best way to increase the publics awareness that Super Screen makes good ...
^^^^^^^
Line 9, column 338, Rule ID: SENT_START_CONJUNCTIVE_LINKING_ADVERB_COMMA[1]
Message: Did you forget a comma after a conjunctive/linking adverb?
Suggestion: Also,
...t Super Screen movies are good quality. Also if there is a slight increase in positi...
^^^^
Transition Words or Phrases used:
also, however, if, so, therefore, for example, such as
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 33.0 19.6327345309 168% => OK
Auxiliary verbs: 10.0 12.9520958084 77% => OK
Conjunction : 7.0 11.1786427146 63% => OK
Relative clauses : 17.0 13.6137724551 125% => OK
Pronoun: 35.0 28.8173652695 121% => Less pronouns wanted
Preposition: 52.0 55.5748502994 94% => OK
Nominalization: 18.0 16.3942115768 110% => OK
Performance on vocabulary words:
No of characters: 2075.0 2260.96107784 92% => OK
No of words: 424.0 441.139720559 96% => OK
Chars per words: 4.89386792453 5.12650576532 95% => OK
Fourth root words length: 4.53775939005 4.56307096286 99% => OK
Word Length SD: 2.63761399933 2.78398813304 95% => OK
Unique words: 162.0 204.123752495 79% => More unique words wanted.
Unique words percentage: 0.382075471698 0.468620217663 82% => More unique words wanted or less content wanted.
syllable_count: 643.5 705.55239521 91% => OK
avg_syllables_per_word: 1.5 1.59920159681 94% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 9.0 4.96107784431 181% => OK
Article: 5.0 8.76447105788 57% => OK
Subordination: 5.0 2.70958083832 185% => OK
Conjunction: 4.0 1.67365269461 239% => Less conjunction wanted as sentence beginning.
Preposition: 2.0 4.22255489022 47% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 15.0 19.7664670659 76% => 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: 28.0 22.8473053892 123% => The Avg. Sentence Length is relatively long.
Sentence length SD: 59.192341847 57.8364921388 102% => OK
Chars per sentence: 138.333333333 119.503703932 116% => OK
Words per sentence: 28.2666666667 23.324526521 121% => OK
Discourse Markers: 3.6 5.70786347227 63% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 2.0 5.25449101796 38% => OK
Sentences with positive sentiment : 8.0 8.20758483034 97% => OK
Sentences with negative sentiment : 5.0 6.88822355289 73% => OK
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: 0.231906003797 0.218282227539 106% => OK
Sentence topic coherence: 0.0949557430058 0.0743258471296 128% => OK
Sentence topic coherence SD: 0.0537336600059 0.0701772020484 77% => OK
Paragraph topic coherence: 0.144943889439 0.128457276422 113% => OK
Paragraph topic coherence SD: 0.0439969952547 0.0628817314937 70% => OK
Essay readability:
automated_readability_index: 15.7 14.3799401198 109% => OK
flesch_reading_ease: 51.52 48.3550499002 107% => OK
smog_index: 3.1 7.1628742515 43% => Smog_index is low.
flesch_kincaid_grade: 13.0 12.197005988 107% => OK
coleman_liau_index: 11.38 12.5979740519 90% => OK
dale_chall_readability_score: 7.86 8.32208582834 94% => OK
difficult_words: 76.0 98.500998004 77% => More difficult words wanted.
linsear_write_formula: 18.0 12.3882235529 145% => OK
gunning_fog: 13.2 11.1389221557 119% => 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.