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.
According to the claim of the director of marketing department of Super Screen Movie Production, the number of viewers has declined, while the proportion of positive reviews has increased during the same period. Since the decline is due to not contest of the produced films but rather public lacks awareness of available movies the marketing department’s recommendation is to increase the company’s budget towards advertisement in order that they solve the issue related to the drop in attendance. However, before arriving to the definitive conclusion there are some crucial factors, namely genres of the movies which favorably enamored by the most and the influence of the advertisement budget on the number of viewers, need to be addressed in order to strengthen the validity of departments recommendation.
During evaluation the real rate of decline in the number of viewers, did marketing department take into consideration the changes in genres of movies produced during the past years? If yes, how have they benchmarked the competitors produced movies? After obtaining reasonable answers to these questions, the company can find out which genres mostly contributed to their revenue. In previous years, for instance, one of the popular genres, such as comedy, which the company highly involved might have been popular and brought more money. Nevertheless, the company could have given their priority to the other genres, and as a result, the seats of the cinema rooms could be empty when there was presented movies related to unfavorable genres, such as horror. Probably, the company should consider about changing back their focus on the genres which were lucrative. Even if the company invest in advertisement campaigns, there is no warrant that the attendance of viewers in the cinema would be increased unless above stated factors are resolved.
Marketing department also need to gather data on the average expenses spent on advertising last year and compared to prior years. This helps them find out whether there is a strong correlation between the spending money on promoting a particular movie and the number of viewers attending that the particular film. If the company can find the positive correlation between the money spent on advertisement campaigns and the number of viewers in prior years compared to last year, the recommendation of the director of the company seems valid. If this correlation turns out not to be a positive one, the allocation of the money paid on ads would be futile and the director of the company need further investigation to find out what might have a influence on the growth in the number of viewers.
All in all, the director surmises that the public are not aware enough about the movies; therefore, less and less people are watching their films. Advertisement can be a powerful tool to boost the number of viewers, though, if other causes are not remediated, this tool might not resolve the issue.
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Comments
e-rater score report
Attribute Value Ideal
Final score: 3.0 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 9 2
No. of Spelling Errors: 3 2
No. of Sentences: 16 15
No. of Words: 478 350
No. of Characters: 2424 1500
No. of Different Words: 218 200
Fourth Root of Number of Words: 4.676 4.7
Average Word Length: 5.071 4.6
Word Length SD: 2.752 2.4
No. of Words greater than 5 chars: 181 100
No. of Words greater than 6 chars: 130 80
No. of Words greater than 7 chars: 90 40
No. of Words greater than 8 chars: 60 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 29.875 21.0
Sentence Length SD: 10.612 7.5
Use of Discourse Markers (%): 0.75 0.12
Sentence-Text Coherence: 0.372 0.35
Sentence-Para Coherence: 0.372 0.50
Sentence-Sentence Coherence: 0.128 0.07
Number of Paragraphs: 1 5
Grammar and spelling errors:
Line 2, column 74, Rule ID: DID_BASEFORM[1]
Message: The verb 'did' requires the base form of the verb: 'market'
Suggestion: market
...f decline in the number of viewers, did marketing department take into consideration the ...
^^^^^^^^^
Line 3, column 740, Rule ID: EN_A_VS_AN
Message: Use 'an' instead of 'a' if the following word starts with a vowel sound, e.g. 'an article', 'an hour'
Suggestion: an
...vestigation to find out what might have a influence on the growth in the number o...
^
Line 4, column 110, Rule ID: FEWER_LESS[2]
Message: Did you mean 'fewer'? The noun people is countable.
Suggestion: fewer
...h about the movies; therefore, less and less people are watching their films. Advert...
^^^^
Transition Words or Phrases used:
also, but, however, if, nevertheless, so, then, therefore, while, for instance, such as, as a result
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 18.0 19.6327345309 92% => OK
Auxiliary verbs: 14.0 12.9520958084 108% => OK
Conjunction : 9.0 11.1786427146 81% => OK
Relative clauses : 9.0 13.6137724551 66% => More relative clauses wanted.
Pronoun: 15.0 28.8173652695 52% => OK
Preposition: 79.0 55.5748502994 142% => OK
Nominalization: 25.0 16.3942115768 152% => OK
Performance on vocabulary words:
No of characters: 2478.0 2260.96107784 110% => OK
No of words: 478.0 441.139720559 108% => OK
Chars per words: 5.18410041841 5.12650576532 101% => OK
Fourth root words length: 4.67581127817 4.56307096286 102% => OK
Word Length SD: 2.83898844568 2.78398813304 102% => OK
Unique words: 228.0 204.123752495 112% => OK
Unique words percentage: 0.476987447699 0.468620217663 102% => OK
syllable_count: 775.8 705.55239521 110% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 2.0 4.96107784431 40% => OK
Article: 8.0 8.76447105788 91% => OK
Subordination: 9.0 2.70958083832 332% => Less adverbial clause wanted.
Conjunction: 1.0 1.67365269461 60% => OK
Preposition: 6.0 4.22255489022 142% => OK
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: 29.0 22.8473053892 127% => The Avg. Sentence Length is relatively long.
Sentence length SD: 63.4768658647 57.8364921388 110% => OK
Chars per sentence: 154.875 119.503703932 130% => OK
Words per sentence: 29.875 23.324526521 128% => OK
Discourse Markers: 6.25 5.70786347227 109% => OK
Paragraphs: 4.0 5.15768463074 78% => More paragraphs wanted.
Language errors: 3.0 5.25449101796 57% => OK
Sentences with positive sentiment : 10.0 8.20758483034 122% => OK
Sentences with negative sentiment : 2.0 6.88822355289 29% => 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: 0.208143294876 0.218282227539 95% => OK
Sentence topic coherence: 0.0722874813479 0.0743258471296 97% => OK
Sentence topic coherence SD: 0.0592232987145 0.0701772020484 84% => OK
Paragraph topic coherence: 0.121434189291 0.128457276422 95% => OK
Paragraph topic coherence SD: 0.06159943252 0.0628817314937 98% => OK
Essay readability:
automated_readability_index: 17.9 14.3799401198 124% => OK
flesch_reading_ease: 42.04 48.3550499002 87% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 14.6 12.197005988 120% => OK
coleman_liau_index: 13.36 12.5979740519 106% => OK
dale_chall_readability_score: 8.77 8.32208582834 105% => OK
difficult_words: 112.0 98.500998004 114% => OK
linsear_write_formula: 19.0 12.3882235529 153% => OK
gunning_fog: 13.6 11.1389221557 122% => OK
text_standard: 9.0 11.9071856287 76% => OK
What are above readability scores?
---------------------
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.