The memo from the advertising director of the Super Screen Movie Production Comp

any urges the company to allocate more funds to raise awareness of Super Screen
Movies. The action suggested by the advertising director may be a good move to r
aise awareness of the company and attract more people to their showings. However
, the cogency of the memo cause into question the legitimacy of such claim. sinc
e the reasons provided do not furnish a strong backing that allocating a greater
share of the budget will improve public perception of the company. Though the
reasoning that is presented is compelling, that arguments that are proffered by
the memo are not weighty and have flaws in them that need to be clarified. Once
more evidence is uncovered, the Production Company can undergo an important deci
sion in regards to the memo.
Firstly, the letter assumes that there is a major discrepancy between fewer peop
le attending the Super-Screen-produced movies than any other year that needs att
ention. However, there can be many alternate reasons for why there is a discrepa
ncy and why it may not be such a big factor. One reason could be the quantity of
movies produced. If, during the past year, Super Screen Movie Production Compan
y had made far fewer movies than any other year, that could explain why fewer pe
ople attended Super-Screen-produced movies. Another reason for this discrepancy
may be the accessibility of these movies. If the movies produced by Super Screen
are only shown in obscure theaters, how can the public comfortably go and see t
hem when there may be other options that are more accessible? To strengthen the
flimsy argument pf lower numbers, the advertising director should provide facts
on how many movies were produced the past year and the situation in regards to w
here the movies are being shown. If the number of movies produced last year were
the same amountas any other year, then there is a cause for alarm. Other than t
hat, the advertising director needs to clarify some facts.
Following onto fewer people attending Super Screen-produced movies, the increase
in positive reviews about specific Super Screen movies increased is an interest
ing statistic to note. One reason this may happen could be that the people who d
id not like Super Screen movies did not attend them and rate the movie at all! S
o the reviews may be skewed in a positive bias if only the people who liked the
movie produced by Super Screen watched and reviewed the film. Though the percent
age of positive reviews by movie reviewes about specific movies increased, that
does not mean that all of the movies had positive reviews. If the net total of a
ll the reviews of Super Screen movies were negative, then the positive reviews f
act about specific movies is a moot point and points to a problem that should eb
fixed that is not due to advertising.
The advertising director is making a big assumption when claiming that the probl
em lies not with the quality but the public awareness of the movies. It is not c
lear from his statement whther or not it is the lack of awareness of the quality
of the movies. The memo thus far would indicate that it would be a quality issu
e and not public awareness (fewer people attending the movies). To bolster and b
uttress his claim, the advertising diretor needs to elucidate the if it is indee
d the quality or the public awareness. If the problem is public awareness, then
it would make sense to allocate a greater share of the comapny's budget to adver
tising. If the problem is the quality of the movie, then Super Screen should not
follow through with the advertinsing director's suggestion.
In order to appraise the quality of the suggestion given by the memo, it is impe
rative to have full knowlege of the situation at hand. Without this information,
whether the problem with fewer people attending Super Screen movies is a public
awareness problem or a quality problem, a steadfast conclusion cannot be made.
Once the questions preseneted have been clarified and fact rpovided, Super Scree
n Movie Productiono Company can make an insightful decision on whether or not al
locating a greater share of its budget next year to reaching the public through
advertising is a good area to use their resources.