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Question
The CumquatCafé began advertising on our local radio station this year and was delighted to
see its business increase by 10% over last year’s totals.
Their successshows you how you can use radio advertising to make your business moreprofitable.
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Answer
The authorargues that the Cumquat Café improve its business profit because of advertisingaffect on local radio station. At the first glance, author’s argument appearsto be somewhat convincing, but further reflection reveal s that it omits someimportant concerns that should be addressed to substantiate the argument.
Firstly,there is false assumption that the advertising has a credit on increasingbusiness profitability. It is true that radio advertising will increasebusiness exposures to the public but there is no evidence that can show theincreasing of business profit has direct relationship with advertising on localradio station. The increasing of profit may be caused by many other reasons,such as word of mouth, high product quality, advantage of business location,lack of competitors or so on.
Secondly,it is too simplify to conclude that any business can use radio advertising toincrease its profitability. Different businesses have different ways to markettheir products, judging by their budget and the natural of products. Forexample, it is not realistic for small companies to use half of their capitalin radio advertising and hope it can enhance its business profit. On theother hand, some branding products such as luxury car, branding watch shouldnot use radio as advertising. It is because it is important for those high endsbranding to keep impression of exclusiveness.
To sum up,this argument fails to provide adequate justification of the business profit isdue to advertising effect. To strengthen the argument, author must showpositive link between enlargement profit and advertising. To better assess theargument author can provide survey data about the Café business, such as thehow consumer know the shop. |
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发表于 2010-1-30 00:33:16
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