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 question needs to be answered is that by considering only the increase in percent of good reviews and the decrease in number of people attending Super screen produced movies, how can advertising director came to the conclusion of lack of advertisements of the reviews. Consequently, to raise the budget allocation for advertising. To arrive this conclusion, more convincing evidences are needed to correct the flaws.

Firstly, the advertising director states that fewer people attended Super screen produced movies past year than previous years, but he did not stated the exact count of people. Eventhough fewer people attended, this much people may be sufficient to get good profit for the company. If this the case, there is no point in increasing the buget for advertisements.

Secondly, he has only mentioned the number of good reviews have increased last year than previous year. But what about bad reviews? Maybe bad reviews will more in number than good reviews which might be a cause for the decline in the number of people last year.

Finally, without making research on the above said conditions, he cannot blindly reason that lack of advertisements or poor reach of good reviews of movies is the only reason for the decline. He also did not provide any evidence for the quality of movie so this is again inappropriate to state the quality of movie is not at all a problem. It may be true if movies are bad, so few people who have watched them also posted bad reviews about movies, as a result the number of people after looking at the bad reviews have neglected to watch Super screen produced movies.

Therefore, more research has to be done by Super screen movies production company before allocating greater share of budget for advertising good reviews. Instead they need to concentrate more on the quality of movies they are producing.