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# Advertising Executive: More than 10 million American

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Director
Joined: 26 Mar 2006
Posts: 609

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24 Dec 2007, 09:24
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93% (01:22) correct 7% (04:25) wrong based on 88 sessions

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Advertising Executive: More than 10 million American households now own digital video recorders which can fast-forward over television commercials; approximately 75% of these households fast-forward over at least one commercial per 30-minute program. Television commercials are now much less cost-effective as they are not as widely watched as they used to be.

Which of the following, if true, strengthens the claim made by the advertising executive?

(A) Product placement within television programs is a viable alternative to traditional television commercials
(B) The television programs preferred by consumers without digital video recorders are similar to those preferred by consumers with the devices
(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials
(D) The cost-effectiveness of television advertising is based less upon how many people watch a particular commercial and more upon the appropriateness of the demographic.
(E) Due to an imperfect sampling system used to measure the number of viewers, many companies find it difficult to determine the return on investment for television commercials
Director
Joined: 12 Jul 2007
Posts: 854

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24 Dec 2007, 12:54
(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials

The argument is that TV ads are less cost effective because some people are now avoiding watching them. This argument only makes sense if people hadn't been avoiding them all along.
Manager
Joined: 06 Jul 2007
Posts: 249
Re: CR- Digital Video Recorders [#permalink]

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25 Dec 2007, 08:06
Beyond700 wrote:
Advertising Executive: More than 10 million American households now own digital video recorders which can fast-forward over television commercials; approximately 75% of these households fast-forward over at least one commercial per 30-minute program. Television commercials are now much less cost-effective as they are not as widely watched as they used to be.

Which of the following, if true, strengthens the claim made by the advertising executive?

(A) Product placement within television programs is a viable alternative to traditional television commercials
(B) The television programs preferred by consumers without digital video recorders are similar to those preferred by consumers with the devices
(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials
(D) The cost-effectiveness of television advertising is based less upon how many people watch a particular commercial and more upon the appropriateness of the demographic.
(E) Due to an imperfect sampling system used to measure the number of viewers, many companies find it difficult to determine the return on investment for television commercials

It's B in my opinion

A- irrelevant
B - compares the two types of viewers. This concluded without doubt that the number of minutes of advertisement collectively watched by the viewers is fewer than it would have been without the existence of the devices. This should be the answer
C - doesn't tell us if these television viewers are common to the 10 million households that own the devices. what if the 10 million households are the new viewers? in that case, inspite of the fact that these new viewers have the devices, the commercials are more widely watched than they were before.
D- irrelevant
E - irrelevant
Manager
Joined: 07 Oct 2005
Posts: 137
Location: Boston,MA

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25 Dec 2007, 19:51
I guess it is A. Will explain if answer is right
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Director
Joined: 22 Aug 2007
Posts: 552
Re: CR- Digital Video Recorders [#permalink]

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26 Dec 2007, 00:42
B for me,

Beyond700 wrote:
Advertising Executive: More than 10 million American households now own digital video recorders which can fast-forward over television commercials; approximately 75% of these households fast-forward over at least one commercial per 30-minute program. Television commercials are now much less cost-effective as they are not as widely watched as they used to be.

Which of the following, if true, strengthens the claim made by the advertising executive?

(A) Product placement within television programs is a viable alternative to traditional television commercials

---> irrelevant, it offers a solution, it does not effect the argument.

(B) The television programs preferred by consumers without digital video recorders are similar to those preferred by consumers with the devices

---> lets say, previously 100 households watched a program (with commercials) on TV, now , even if 10 of them watch the program on tape and thus 7,5 of 100 households now fast forward the argument conclusion (in blue) is streightened. Word 'now' in red is important because it justifies word 'less' in the conclusion of the argument.

(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials

---> so what if they did? the argument is about the effect of video recorders on effectiveness of commercials. Thus C is irrelevant.

(D) The cost-effectiveness of television advertising is based less upon how many people watch a particular commercial and more upon the appropriateness of the demographic.

----> if true D weakens the argument

(E) Due to an imperfect sampling system used to measure the number of viewers, many companies find it difficult to determine the return on investment for television commercials

----> if true E weakens the argument
Director
Joined: 12 Jul 2007
Posts: 854
Re: CR- Digital Video Recorders [#permalink]

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26 Dec 2007, 05:33
Beyond700 wrote:
Advertising Executive: More than 10 million American households now own digital video recorders which can fast-forward over television commercials; approximately 75% of these households fast-forward over at least one commercial per 30-minute program. Television commercials are now much less cost-effective as they are not as widely watched as they used to be.

Which of the following, if true, strengthens the claim made by the advertising executive?

(A) Product placement within television programs is a viable alternative to traditional television commercials
(B) The television programs preferred by consumers without digital video recorders are similar to those preferred by consumers with the devices
(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials
(D) The cost-effectiveness of television advertising is based less upon how many people watch a particular commercial and more upon the appropriateness of the demographic.
(E) Due to an imperfect sampling system used to measure the number of viewers, many companies find it difficult to determine the return on investment for television commercials

The argument is saying that TV commercials today are less cost effective because they are not as widely watched as they used to be. To strengthen this argument we need to demonstrate that this, in fact, the case. We are looking for the choice that says "look! people used to watch all the commercials, but now that they can fast forward through them, fewer people are watching!"

C says that in the past, before they had devices to fast forward through them, nobody switched channels, left the room or otherwise avoided watching them. Thus, everyone was watching all the commercials, now they're not, so they are less cost effective then they were.

on the flip side, if everyone had been switching channels and leaving the room, now that they can skip one using DVR doesn't matter. They've been avoiding commercials for years, nothing as really changed except how it's being done.

Answer is straight C. I'd love to get an OA ruling on this.
Director
Joined: 26 Mar 2006
Posts: 609
Re: CR- Digital Video Recorders [#permalink]

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26 Dec 2007, 07:03
eschn3am wrote:
Beyond700 wrote:
Advertising Executive: More than 10 million American households now own digital video recorders which can fast-forward over television commercials; approximately 75% of these households fast-forward over at least one commercial per 30-minute program. Television commercials are now much less cost-effective as they are not as widely watched as they used to be.

Which of the following, if true, strengthens the claim made by the advertising executive?

(A) Product placement within television programs is a viable alternative to traditional television commercials
(B) The television programs preferred by consumers without digital video recorders are similar to those preferred by consumers with the devices
(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials
(D) The cost-effectiveness of television advertising is based less upon how many people watch a particular commercial and more upon the appropriateness of the demographic.
(E) Due to an imperfect sampling system used to measure the number of viewers, many companies find it difficult to determine the return on investment for television commercials

The argument is saying that TV commercials today are less cost effective because they are not as widely watched as they used to be. To strengthen this argument we need to demonstrate that this, in fact, the case. We are looking for the choice that says "look! people used to watch all the commercials, but now that they can fast forward through them, fewer people are watching!"

C says that in the past, before they had devices to fast forward through them, nobody switched channels, left the room or otherwise avoided watching them. Thus, everyone was watching all the commercials, now they're not, so they are less cost effective then they were.

on the flip side, if everyone had been switching channels and leaving the room, now that they can skip one using DVR doesn't matter. They've been avoiding commercials for years, nothing as really changed except how it's being done.

Answer is straight C. I'd love to get an OA ruling on this.

Bang on the target. OA is 'C'

Previously the viewers did not (or were not smart enough!!!) to avoid the channels and hence forced to watch all the commercials..
by which viewership increased and hence the ad/marketing revenues. ---MORE COST-EFFECTIVE

Now they can skip the commercials and thus commercials have no value, they doesn't serve their purpose... viewership reduces - Less cost-effective.
Director
Joined: 22 Aug 2007
Posts: 552
Re: CR- Digital Video Recorders [#permalink]

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26 Dec 2007, 21:00
clear C..

Senior SC Moderator
Joined: 14 Nov 2016
Posts: 1321
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08 Mar 2017, 07:40
Beyond700 wrote:
eschn3am wrote:
Beyond700 wrote:
Advertising Executive: More than 10 million American households now own digital video recorders which can fast-forward over television commercials; approximately 75% of these households fast-forward over at least one commercial per 30-minute program. Television commercials are now much less cost-effective as they are not as widely watched as they used to be.

Which of the following, if true, strengthens the claim made by the advertising executive?

(A) Product placement within television programs is a viable alternative to traditional television commercials
(B) The television programs preferred by consumers without digital video recorders are similar to those preferred by consumers with the devices
(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials
(D) The cost-effectiveness of television advertising is based less upon how many people watch a particular commercial and more upon the appropriateness of the demographic.
(E) Due to an imperfect sampling system used to measure the number of viewers, many companies find it difficult to determine the return on investment for television commercials

The argument is saying that TV commercials today are less cost effective because they are not as widely watched as they used to be. To strengthen this argument we need to demonstrate that this, in fact, the case. We are looking for the choice that says "look! people used to watch all the commercials, but now that they can fast forward through them, fewer people are watching!"

C says that in the past, before they had devices to fast forward through them, nobody switched channels, left the room or otherwise avoided watching them. Thus, everyone was watching all the commercials, now they're not, so they are less cost effective then they were.

on the flip side, if everyone had been switching channels and leaving the room, now that they can skip one using DVR doesn't matter. They've been avoiding commercials for years, nothing as really changed except how it's being done.

Answer is straight C. I'd love to get an OA ruling on this.

Bang on the target. OA is 'C'

Previously the viewers did not (or were not smart enough!!!) to avoid the channels and hence forced to watch all the commercials..
by which viewership increased and hence the ad/marketing revenues. ---MORE COST-EFFECTIVE

Now they can skip the commercials and thus commercials have no value, they doesn't serve their purpose... viewership reduces - Less cost-effective.

Dear mikemcgarry, Could you help to explain why answer choice C is the correct answer? I thought we have to look for something which made the television commercials less cost-effective than they used to be? Answer choice C seem like the audience do not skip the television commercials. Are we looking for the answer choice which will strengthen the claim made by advertising executive? I am so confused about this.
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Senior Manager
Joined: 29 Jun 2017
Posts: 497
GPA: 4
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13 Aug 2017, 11:37
Conclusion is ads are less cost effective now...

We can see earlier before DVR....... In the past, television viewers did not switch channels......but now with DVR they can skip ads and also thats why ads are less cost effective.

which strengthens conclusion.
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Re: Advertising Executive: More than 10 million American   [#permalink] 13 Aug 2017, 11:37
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