"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 the Super Screen Movie production company believes that increasing the amount of advertising the company does will increase the amount of people attending Super Screen produced movies. He believes this because during the past year fewer people than ever before attended Super Screen produced movies, yet the percentage of positive reviews about specific Super Screen produced movies increased over the past year. Ostensibly the extra advertising would tout the good reviews written about Super Screen movies. Before this plan is implemented, however, Super Screen needs to address some questions about its possible flaws.
First of all, the company needs to ask what the actual number of people attending its movies as compared to the movies of other production companies is. The number of people going to movies may have been in universal decline. If this is the case and more people are going to see Super Screen Movies than the movies of any other production company, advertising about how fun it is to go to the movie theater may do more to boost Super Screen viewership than advertising promoting its own good reviews.
Secondly, the company needs to ask what the actual original number of positive reviews was. If Super Screen movies recieved 1% positive reviews last year and this year they recieved 2% positive reviews, getting that message to viewers is not going to increase Super Screen attendence. Making better movies would be much more likely to increase attendence rates.
Finally, Super Screen needs to ask what the relationship is between its viewers and the movie reviewers cited in the memo. Using a survey distributed to its target audience, Super Screen could determine if movie reviews have an effect on their audience's decision to go see a movie, whether movie reviewers tended to have the same taste as the target audience and 2exactly whether or not movie reviews are reaching the audience. Super Screen also needs to consider how its movie choices have affected the separate movie reviewer and audience populations. If the studio has switched from making mega- blockbuster action movies to more nuanced dramas, the general public may be less willing to go see their movies even though movie critics prefer the dramas to the action movies.
Finally the studio must ask whether the percentage of positive reviews is really a relevant way to measure the potential impact of movie reviews. There are dozens of movie reviewers but when deciding whether to not to go to a movie, the general public will usually pick from among the 10 most popular movie reviews. These are the reviews that will impress the public if they are included in advertising. If the most popular movie reviewers disliked Super Screen movies that a larger number of small time film bloggers reviewed positively, Super Screen needs to think of a new advertising strategy.
In conclusion, there are many questions Super Screen needs to answer before using this advertising director's plan. They need to look carefully at actual numbers, both of viewership and of positive reviews. The also need to identify the relationship that their target audience has with movie reviewers and determine how their target audience feels about their movies. Fianlly they need to take a nuanced look at the movie reviews that they use in their advertising.
Comments
e-rater score report
Attribute Value Ideal
Final score: 3.0 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 3 2
No. of Spelling Errors: 8 2
No. of Sentences: 22 15
No. of Words: 550 350
No. of Characters: 2765 1500
No. of Different Words: 219 200
Fourth Root of Number of Words: 4.843 4.7
Average Word Length: 5.027 4.6
Word Length SD: 2.411 2.4
No. of Words greater than 5 chars: 219 100
No. of Words greater than 6 chars: 142 80
No. of Words greater than 7 chars: 92 40
No. of Words greater than 8 chars: 47 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 25 21.0
Sentence Length SD: 11.041 7.5
Use of Discourse Markers (%): 0.818 0.12
Sentence-Text Coherence: 0.377 0.35
Sentence-Para Coherence: 0.377 0.50
Sentence-Sentence Coherence: 0.149 0.07
Number of Paragraphs: 1 5
Transition Words or Phrases used:
actually, but, if, so, therefore, thus
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 7.0 19.6327345309 36% => More to be verbs wanted.
Auxiliary verbs: 4.0 12.9520958084 31% => OK
Conjunction : 4.0 11.1786427146 36% => More conjunction wanted.
Relative clauses : 3.0 13.6137724551 22% => More relative clauses wanted.
Pronoun: 9.0 28.8173652695 31% => OK
Preposition: 31.0 55.5748502994 56% => More preposition wanted.
Nominalization: 5.0 16.3942115768 30% => More nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 890.0 2260.96107784 39% => More number of characters wanted.
No of words: 168.0 441.139720559 38% => More content wanted.
Chars per words: 5.29761904762 5.12650576532 103% => OK
Fourth root words length: 3.60020574368 4.56307096286 79% => OK
Word Length SD: 3.02509815062 2.78398813304 109% => OK
Unique words: 107.0 204.123752495 52% => More unique words wanted.
Unique words percentage: 0.636904761905 0.468620217663 136% => OK
syllable_count: 273.6 705.55239521 39% => syllable counts are too short.
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 0.0 4.96107784431 0% => OK
Article: 3.0 8.76447105788 34% => OK
Subordination: 0.0 2.70958083832 0% => More adverbial clause wanted.
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: 7.0 19.7664670659 35% => 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: 24.0 22.8473053892 105% => OK
Sentence length SD: 69.3912304052 57.8364921388 120% => OK
Chars per sentence: 127.142857143 119.503703932 106% => OK
Words per sentence: 24.0 23.324526521 103% => OK
Discourse Markers: 5.42857142857 5.70786347227 95% => OK
Paragraphs: 2.0 5.15768463074 39% => More paragraphs wanted.
Language errors: 0.0 5.25449101796 0% => OK
Sentences with positive sentiment : 6.0 8.20758483034 73% => OK
Sentences with negative sentiment : 1.0 6.88822355289 15% => More negative sentences wanted.
Sentences with neutral sentiment: 0.0 4.67664670659 0% => More facts, knowledge or examples wanted.
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.504248755583 0.218282227539 231% => OK
Sentence topic coherence: 0.226674480961 0.0743258471296 305% => Sentence topic similarity is high.
Sentence topic coherence SD: 0.237934632025 0.0701772020484 339% => The coherence between sentences is low.
Paragraph topic coherence: 0.289525819874 0.128457276422 225% => OK
Paragraph topic coherence SD: 0.289525819874 0.0628817314937 460% => More connections among paragraphs wanted.
Essay readability:
automated_readability_index: 15.5 14.3799401198 108% => OK
flesch_reading_ease: 47.12 48.3550499002 97% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 12.7 12.197005988 104% => OK
coleman_liau_index: 13.76 12.5979740519 109% => OK
dale_chall_readability_score: 9.34 8.32208582834 112% => OK
difficult_words: 48.0 98.500998004 49% => More difficult words wanted.
linsear_write_formula: 11.0 12.3882235529 89% => OK
gunning_fog: 11.6 11.1389221557 104% => OK
text_standard: 11.0 11.9071856287 92% => OK
What are above readability scores?
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Minimum four paragraphs wanted.
Minimum 250 words wanted.
Rates: 33.33 out of 100
Scores by essay e-grader: 2.0 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.