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The following is a memorandum from the business manager of a television station.
"Over the past year, our late-night news program has devoted increased time to national news and less time to weather and local news. During this time period, most of the complaints received from viewers were concerned with our station's coverage of weather and local news. In addition, local businesses that used to advertise during our late-night news program have just canceled their advertising contracts with us. Therefore, in order to attract more viewers to the program and to avoid losing any further advertising revenues, we should restore the time devoted to weather and local news to its former level."
Write a response in which you discuss what specific evidence is needed to evaluate the argument and explain how the evidence would weaken or strengthen the argument.
The speaker strongly recommends that the late-night news program are supposed to curtail the proportion of national news and accordingly report more with the respect to the local news and weather. To elaborate the causality, the manager recites the declination in advertisement and the the number of complaints regarding national news. Although seemingly plausible, the information presented is far from suffice to substantiate this statement unless further and more circumstantial evidence has been provided.
Firstly, no detailed evidence in the demonstration explicitly indicates what is the contents of these complaints, which is doomed to undermine the credibility and validity of this argument. Only under the premise that the complaints are primarily about excessive coverages about national news, the speaker's speculation is convincing. It's because that other influential factors, such as the accuracy of reports and the style of hosts, could be the genesis of complaints. If further statistics displays that the foremost reason for complaints is the dubious accuracy of national news stories, the corresponding remedy is to ameliorate the quality instead, especially the veracity. To consolidate the conclusion, the specific contents of these complaints are favorable.
Secondly, the speaker fails to furnish substantial and persuasive information to preclude other possibilities of less advertisement from local businesses. The interplay between mass media and the advertising agency is so mysterious that we cannot slapdash extrapolate such postulation merely based on the ostensible relationship. Probably, it is not solely the late-night news program that encounter such dilemma. Facing the challenge of the Internet, an tremendous number of enterprises are conscious of the significance and efficacy of Internet advertisement. Therefore, they appropriate proportional funding, which used to devote to television programs, to the Internet promotion campaign. Under this circumstances, the reduction in advertisement is attributable to the surge of new media instead of national news. Consequently, exhaustive statistics concerning other domestic programs advertisement revenues is indispensable, with which we are able to determine whether the declination is an universal problem because of the Internet by comparison.
Eventually, the elaboration lacks reasonable information to evaluate the local new and weather. Detailed and thorough evaluating report to estimate the propensity of the audience and the feasibility of this statement are necessary. Even though the national news is responsible for current undesirable phenomena, we cannot guarantee that the adjustment is bound to produce ideal outcomes. If another survey reveals that the local audience are indifferent to the local news and weather because the triviality of these agenda, the inconsiderable even possibly counterproductive will be expected. In addition, the feasibility of this recommendation is also unavailable. If the programs doesn't possess adequate human resource and facilities to satisfy the requirement of this alteration, the suggestion is merely a unviable scheme.
Conclusively, the manager's assertion is problematic in lacking rational and ample evidence, though his initial intention is commendable. Before executing this proposal, supplementary statistics mentioned above should be offered and the marketing research about the feasibility and audience's preference should be conducted. Otherwise, this advice could exacerbate the current situation. |
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发表于 2012-12-6 16:27:53
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