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08 Feb 2015, 18:39
Kudos
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The following appeared as part of a campaign to sell advertising time on a local radio station to local businesses:
"The Cumquat Cafe began advertising on our local radio station this year and was delighted to see its business increase by 10 percent over last year's totals. Their success shows you how you can use radio advertising to make your business more profitable."
The argument put forth by the local radio station is flawed for a number of reasons. First, the argument assumes that the Cumquat Café’s radio advertising campaign was solely responsible for the increase in business. We do not know the Café’s advertising itinerary or what role advertising played in their success. Second, the argument provides no information pertaining to the target audience of this radio station, which could be different to the target audience of the local business. And third, the argument does not provide information on the costs of using their radio station, and whether or not it will be cheaper than other forms of advertising.
In order to substantiate the radio station’s claim that their advertising positively impacted Cumquat Café’s business, we need to know Cumquat Café’s most successful advertising source. If Cumquat Café did more advertising on television or through social media than through the local radio, this would substantially weaken the claim that that the radio advertisements had an acute impact on their increase in sales.
Additionally, we do not know who this radio station’s target audience is. If the Café’s prime demographic does not match up with the radio’s target audience, it is highly unlikely that the radio advertisements positively impacted their business.
Lastly, a successful business maximizes profits and minimizes costs. Without detailing the expenses incurred by utilizing the radio’s advertising, we do not know how these ads will affect a business’s bottom line. Many local businesses do not have excess money available to run expensive advertising campaigns. The advertisements are only a good investment if they are reasonably priced and sustainable for local businesses.
In conclusion, this argument would be much more persuasive if it detailed any of the above information. Until these flaws are rectified, this argument cannot be considered well substantiated.
"The Cumquat Cafe began advertising on our local radio station this year and was delighted to see its business increase by 10 percent over last year's totals. Their success shows you how you can use radio advertising to make your business more profitable."
The argument put forth by the local radio station is flawed for a number of reasons. First, the argument assumes that the Cumquat Café’s radio advertising campaign was solely responsible for the increase in business. We do not know the Café’s advertising itinerary or what role advertising played in their success. Second, the argument provides no information pertaining to the target audience of this radio station, which could be different to the target audience of the local business. And third, the argument does not provide information on the costs of using their radio station, and whether or not it will be cheaper than other forms of advertising.
In order to substantiate the radio station’s claim that their advertising positively impacted Cumquat Café’s business, we need to know Cumquat Café’s most successful advertising source. If Cumquat Café did more advertising on television or through social media than through the local radio, this would substantially weaken the claim that that the radio advertisements had an acute impact on their increase in sales.
Additionally, we do not know who this radio station’s target audience is. If the Café’s prime demographic does not match up with the radio’s target audience, it is highly unlikely that the radio advertisements positively impacted their business.
Lastly, a successful business maximizes profits and minimizes costs. Without detailing the expenses incurred by utilizing the radio’s advertising, we do not know how these ads will affect a business’s bottom line. Many local businesses do not have excess money available to run expensive advertising campaigns. The advertisements are only a good investment if they are reasonably priced and sustainable for local businesses.
In conclusion, this argument would be much more persuasive if it detailed any of the above information. Until these flaws are rectified, this argument cannot be considered well substantiated.
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