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Argument 19.The following appeared in a letter from the manager of a rock band named Double Rice. "One year ago, tickets for Double Rice's concerts in stadiums around the country took, on average, at least 24 hours to sell out, if they sold out at all. But the band has been enjoying a surge in nationwide popularity among 14 to 25 year olds, and the 30,000 tickets for a recent concert in Megalopolis sold out in 12 minutes. Clearly the ticket sales in Megalopolis are a result both of the band's increased popularity and of the advertising campaign run in Megalopolis by the Ad Lib advertising agency. Thus, in order to ensure that the band's success in Megalopolis is repeated across the country, the band should hire Ad Lib to duplicate the Megalopolis ad campaign on a nationwide scale."
The author seems like offer a very constructive suggestion for the band, how to ensure the success in Megalopolis repeated across the country. However, though a comprehensive analysis is not really hard to find certain aspects that the author did not take into consideration, which weak his suggestion.
First of all, even in the Megalopolis the brand had a great success with the help of Ad lib, we are not sure that all Ad's advertisement will work in the country wide. It is very possible that all the advertisement only work in Megalopolis due to this company's reputation in local area. If this company work for the band when they go to a different area, there is no guarantee that all the methods which they used in Megalopolis will attract the people in other area.
Secondly, all we can know from the info above about the Ad lib is that they worked for the band in Megalopolis. What kind of method they used to help the band, we have no idea. The contribution from this Ad company may play a very small role when the band had a success in Megalopolis .may be just because that the band has a great deal of fans in that area. It does not really matter who helps them to do the advertisement, they will success there. Also we can not ignore the fact that the band has been enjoying a surge in the nationwide popularity among 14 to 25 yeas old, it is very possible that all the people who went to the concert in Megalopolis were teenagers and young people, the Ad’s
Advertisement campaign only work for this group people and they may not be good at making an effective impact on other age group, which could be the band’s potentials fans.
Furthermore, even this company did a good job in this area, we may not need to rush to sign the contract with them on the nationwide scale. There is a possibility that we may meet other ad's company which can offer better service with a lower cost.
So based on the analyze above, i think the band need to reconsider about signing the contract with Ad company and duplicate the Megalopolis on a nationwide scale. |