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97.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."
In this memo, the author believes that KICK will increase company profits by doing as the WACK. WACK’s audience doubled because it increased the sports broadcasts according to a national survey which showed that majority of men would like to see sports programs. In my view, I can not agree what the author holds, because the memo fails to give me more clear evidence to prove the idea.
First of all, the survey is made in the national wide, so the validity of the survey is worthy doubt. It is entirely possible that the survey does not include the KICK company’s area. Additionally, the survey only reports that a sizeable majority of men, but what is the number of men actually? The number is not accurate so that I can not believe that the survey reflects the main men’s willing.
Secondly, the conclusion of author is made by an assumption that the KICK’s area is similar to the WACK’s area. Also this memo lacks evidence to tell me that two areas are at the same condition. There are so many differences between two areas, such as economic , population, climate, and etc. How can the author guarantee that doing the same thing can have the same effect in two different areas.
Finally, even if KICK do as the WACK can increase their audience, but the profits is not only controlled by the incomes the increasing audiences bring, also by the costs. In order to increase the sports program, the KICK company must do series of actions, for example, make new sports program, buy some sports films or videos, and etc. All of the actions will take a lot of money, and the company is quite possible to fall into finance deficit. The company may not recover from it in a short time not to say get profits.
In sum, the memo fails to persuade me because of so many flaws. If the author want to make the memo more believable, he or she should give me more information about the validity of the national survey, the conditions between the WACK and KICK s’ areas, and the incomes will cover the costs. |
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