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发表于 2007-11-26 14:03:41
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ARGUMENT97 [5f 11-26]求拍~
- The following appeared in a memo from the manager of television station KICK.
"A nationwide survey reveals that a sizeable majority of men would like to see additional sports programs on television. After television station WACK increased its sports broadcasts, its share of the television audience in its viewing area almost doubled. To gain a larger audience share in our area, and thus increase company profits, KICK should also revise its broadcast schedule to include more sports coverage."
WORDS: 647
In the memo, by citing the result of a nationwide survey and offering the experience of WACK as comparison, the author recommends that KICK should follow the WACK's example to include more sports programs in the broadcast schedules to increase audience and profits. Unfortunately, via careful review of the evidence and reasoning procedure, I cast doubt on the validity of the author's recommendation.
To begin with, the cited nationwide survey could hardly provide any credible support for the conclusion that the regions covered by KICK requires greater amount of sports programs. For one thing, the general situation of the nation as a whole fails to represent the specific condition in certain region such as the KICK's coverage area. Entirely possible is that the men in this regions display greater interest in other programs including the business news, political analysis and the like, provided that this regions might be metropolis, commercial center or capital of the country. For that matter, men of this area might experience heavier pressure on the breakneck speed of development of urban lives and exhibit less concern on recreational shows like competition programs as other men in more casual areas of the nation. For another, even if the men in this area require increase in the sports programs, the survey fails the take the ratio of men in the local population, or the ratio of men in the audience into consideration. Perhaps the men consist of merely minor part of the whole population or the audience of KICK thus increase in male audience might contribute little to increase the total amount. Moreover, the timing of the survey has been ignored. It is equally possible that the survey was performed during some major games or competition seasons of certain popular sports, leading to the requirement for increase in broadcast. Possible is the passion may fade away with the ending of the seasons. In a word, the nationwide survey seems to be insufficient evidence to demonstrate the increasing demand for sports programs.
Furthermore, the successful example of WACK might hardly be replicated in KICK due to a series of dissimilarities between the regions covered by the two stations respectively. Firstly, the ratio of female and male audience of the two stations might be different, resulting in contradicting outcomes of the similar policies. As common sense informs, men tend to be fond of sports programs whereas women favor recreational shows. For that matter, if the rate of men of KICK's audience contributes minor to the total amount, KICK is unlikely to double their share of audience by the same means as WACK. Likewise, the consideration of timing of the policy, the life style of the two regions should not be left of out consideration as I have pointed out in the previous paragraph. Secondly, another difference between the two regions lies in the popularity of TV as source of information of sports. It is entirely possible that the men in KICK viewing area prefer listening to sports news via radio while the men in WACK area favor television news. Therefore, the author could hardly convince that KICK could benefit from WACK's policy without excluding these dissimilarities.
Finally, given the audience share manage to increase, the company profits may not increase as a result for the profitability is associated with numerous other factors. On the one hand, the income of KICK with advertisement investment as a major source might be decrease attributed to countless reasons such as economic withdraws, flawed market policies of KICK or poor quality of advertisement designs. On the other hand, the cost of the company in its normal running could increase by unhealthy management, financial arrangement or increasing salaries of the employees. Therefore, before thorough analysis of the income and cost of the company, it is too hasty to predict the increase of profits by merely increasing the audience share.
In sum, suffering from several flaws, the manager's recommendation seems unsounded to me. To the bolster the reasoning procedure, the manager should at a minimum demonstrate that the nationwide survey is applicable as a predictor of the KICK’s viewing regions. Moreover, the dissimilarities between WACK and KICK coverage area, as well as other interrupting factors in gaining the profits must be ruled out before the manage could convince me. |
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