"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.
In the memo written by the advertising director, the director recommends that Super Screen Movie Production Company should allocate a greater share of its budget next year in other to increase the number of viewers. To bolster this argument, the direction cites a recent report of their marketing department and the outcome of that report. Although, at the surface, the argument being put forward may seem cogent. A deeper dive reveals that those assumptions as it stands are unwarranted and the recommendation amounts to particularly poor advice.
Firstly, the methodology of the recent report employed by the marketing department may pose two serious problems. The report compared the number of people that attended the movies of Super Screen-produced with other years and failed to expatiate on the reason why the company recorded low attendance than previous years. It could have been that viewers now subscribed to online movie stores to watch movies produced including the ones by Super Screen. The author fails to substantiate with evidence that Super Screen-produced movies are not distributed by other means. Secondly, the report compiled reviews of specific Super Screen movies. This could have been some of the best movies that the company produced that were already doing well and not bad ones. In both case, this development significantly impacts the credibility of the report.
Furthermore, the manager fails to provide evidence on the quality of movies produced by the company. It may be that Super Screen has produced some movies with very good quality but it has also churn out a lot of very bad movies with poor reviews that the report failed to capture. The manager should substantiate clearly with evidences the overly quality of the movies the company has produced in recent time or the assumptions in this case is unwarranted.
Even if we assume that the quality of movie produced are quite good and that there are not creating the required awareness. This raises a question on whether advertisement before now are reaching the right audience. It is possible that recent movies produced are meant for the younger generation who can be captured via social media advertisement but the advertisement by the company still follows the conventional radio-television.
In addition, the advertising manager fails to expatiate on the allocation earmarked for advertisement in the previous years and how it was spent. Did the department used those allocated money for the purpose or it was diverted to other things. What is the expertise level of members of the advertisement team, are they majorly interns or seasoned advertises who understand trends. The manager should substantiate on these questions with evidence, failure of which may suggest that allocation of greater share of the budget may still not get to the right audience.
In sum, the manager should further scrutinize the recent report by the marketing department asking appropriate questions as discussed earlier. There should also be a review on the kind of audience that their movies is suppose to capture and review their advertising strategy. Furthermore, it should also access the quality of the advertisement team, failure to do this would amount to a particularly poor advice in increasing the budget which will not lead to the desired outcome.
Comments
e-rater score report
Attribute Value Ideal
Final score: 3.5 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 6 2
No. of Spelling Errors: 5 2
No. of Sentences: 24 15
No. of Words: 535 350
No. of Characters: 2752 1500
No. of Different Words: 235 200
Fourth Root of Number of Words: 4.809 4.7
Average Word Length: 5.144 4.6
Word Length SD: 2.82 2.4
No. of Words greater than 5 chars: 216 100
No. of Words greater than 6 chars: 153 80
No. of Words greater than 7 chars: 101 40
No. of Words greater than 8 chars: 61 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 22.292 21.0
Sentence Length SD: 7.458 7.5
Use of Discourse Markers (%): 0.5 0.12
Sentence-Text Coherence: 0.296 0.35
Sentence-Para Coherence: 0.535 0.50
Sentence-Sentence Coherence: 0.07 0.07
Number of Paragraphs: 6 5
Grammar and spelling errors:
Line 5, column 194, Rule ID: HAVE_PART_AGREEMENT[2]
Message: Possible agreement error -- use past participle here: 'churned'.
Suggestion: churned
... with very good quality but it has also churn out a lot of very bad movies with poor ...
^^^^^
Line 9, column 166, Rule ID: DID_PAST[1]
Message: Did you mean 'use'?
Suggestion: use
...nd how it was spent. Did the department used those allocated money for the purpose o...
^^^^
Line 9, column 328, Rule ID: NON3PRS_VERB[2]
Message: The pronoun 'they' must be used with a non-third-person form of a verb: 'intern'
Suggestion: intern
...he advertisement team, are they majorly interns or seasoned advertises who understand t...
^^^^^^^
Line 11, column 219, Rule ID: BEEN_PART_AGREEMENT[1]
Message: Consider using a past participle here: 'supposed'.
Suggestion: supposed
...e kind of audience that their movies is suppose to capture and review their advertising...
^^^^^^^
Line 11, column 386, Rule ID: A_UNCOUNTABLE[5]
Message: Uncountable nouns are usually not used with an indefinite article. Use simply 'particularly poor advice'.
Suggestion: particularly poor advice
...eam, failure to do this would amount to a particularly poor advice in increasing the budget which will not...
^^^^^^^^^^^^^^^^^^^^^^^^^^
Transition Words or Phrases used:
also, but, first, firstly, furthermore, if, may, second, secondly, so, still, well, in addition, kind of
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 20.0 19.6327345309 102% => OK
Auxiliary verbs: 16.0 12.9520958084 124% => OK
Conjunction : 12.0 11.1786427146 107% => OK
Relative clauses : 19.0 13.6137724551 140% => OK
Pronoun: 38.0 28.8173652695 132% => Less pronouns wanted
Preposition: 68.0 55.5748502994 122% => OK
Nominalization: 28.0 16.3942115768 171% => OK
Performance on vocabulary words:
No of characters: 2812.0 2260.96107784 124% => OK
No of words: 535.0 441.139720559 121% => OK
Chars per words: 5.25607476636 5.12650576532 103% => OK
Fourth root words length: 4.80937282943 4.56307096286 105% => OK
Word Length SD: 2.87960289767 2.78398813304 103% => OK
Unique words: 242.0 204.123752495 119% => OK
Unique words percentage: 0.452336448598 0.468620217663 97% => OK
syllable_count: 877.5 705.55239521 124% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 7.0 4.96107784431 141% => OK
Article: 13.0 8.76447105788 148% => OK
Subordination: 1.0 2.70958083832 37% => OK
Conjunction: 0.0 1.67365269461 0% => OK
Preposition: 6.0 4.22255489022 142% => OK
Performance on sentences:
How many sentences: 24.0 19.7664670659 121% => OK
Sentence length: 22.0 22.8473053892 96% => OK
Sentence length SD: 43.481776994 57.8364921388 75% => OK
Chars per sentence: 117.166666667 119.503703932 98% => OK
Words per sentence: 22.2916666667 23.324526521 96% => OK
Discourse Markers: 4.33333333333 5.70786347227 76% => OK
Paragraphs: 6.0 5.15768463074 116% => OK
Language errors: 5.0 5.25449101796 95% => OK
Sentences with positive sentiment : 9.0 8.20758483034 110% => OK
Sentences with negative sentiment : 9.0 6.88822355289 131% => OK
Sentences with neutral sentiment: 6.0 4.67664670659 128% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.323150719901 0.218282227539 148% => OK
Sentence topic coherence: 0.0950888718423 0.0743258471296 128% => OK
Sentence topic coherence SD: 0.0770286382939 0.0701772020484 110% => OK
Paragraph topic coherence: 0.168655970665 0.128457276422 131% => OK
Paragraph topic coherence SD: 0.0936959319993 0.0628817314937 149% => OK
Essay readability:
automated_readability_index: 14.5 14.3799401198 101% => OK
flesch_reading_ease: 49.15 48.3550499002 102% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 11.9 12.197005988 98% => OK
coleman_liau_index: 13.52 12.5979740519 107% => OK
dale_chall_readability_score: 8.33 8.32208582834 100% => OK
difficult_words: 122.0 98.500998004 124% => OK
linsear_write_formula: 11.0 12.3882235529 89% => OK
gunning_fog: 10.8 11.1389221557 97% => OK
text_standard: 11.0 11.9071856287 92% => 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.