Since Disc Depot, the music store on the next block began a new radio

23. The following appeared in a memorandum from the owner of Carlo’s Clothing to the staff:

“Since Disc Depot, the music store on the next block began a new radio advertising campaign last year, its business has grown dramatically, as evidenced by the large increase in foot traffic into the store. While the Disc Depot’s owners have apparently become wealthy enough to retire, profits at Carlo’s Clothing have remained stagnant for the past three years. In order to boost our sales and profits, we should, therefore, switch from newspaper advertising to frequent radio advertisements like those for Disc Depot.”

Discuss how well reasoned . . . etc.

Start:

The author of this memorandum proposes a switch from newspaper advertising to “frequent radio advertising”, citing the music store across the street, which has had an increase in foot traffic. While this switch may seem like an appropriate measure to boost sales to Carlo’s clothing, an argument can be made against this action, and used to suggest a different approach. The first flaw of the argument suggests that the foot traffic into Disc Depot is a result of increased sales. The second is regarding the comparison of a clothing store and a music store, two vastly different specialties. Lastly the final vulnerability of the argument lies in the effectiveness of radio advertising.
The owner of Carlo’s clothing first affirms his rationale behind adopting frequent radio advertisement by pointing to Disc Depot’s use of it, and subsequent success attracting customers. What is worth examining is the truth behind the increase in foot traffic into Disc Depot. While it may be true that radio advertisements have increased the awareness of a music store in town, the reason for increased foot traffic may not be due to new customers. Music stores offer a wide range of services, including music lessons, which can be booked at various times in the week depending on availability of the customer, and the teacher. Disc Depot’s customer base likely is made up primarily of people who frequently visit the store for lessons. This theory behind the additional foot traffic debunks the premise that radio advertising has resulted in a considerable increase in new customers to Disc Depot, and challenges the owner of Carlo’s Clothing’s recommendation to adopt radio advertising for its own store.
The two stores being compared in this argument are from two very different markets. One for music, and the other for clothing or fashion. The assumption that one form of advertising may work for a specific market, and another for a completely different market is quite lofty. It is also worth noting that those who listen to music, and have a great interest for it, often listen to the radio. This is exactly the place where Disc Depot has chosen to advertise. On the other hand, Carlo’s Clothing should focus elsewhere, perhaps an area more frequented by people interested in fashion, instead of simply copying Disc Depot’s marketing strategy.
The final flaw of the argument lies within the blind acceptance of radio advertising as the most successful form of marketing simply because another store within proximity has apparently benefitted from it. The radio as of late has proved to be an older form of technology compared with more contemporary forms such as social media. Radio is typically tailored to older audiences, who are more familiar with the technology, as it was popular during their time. Carlo’s Clothing should not simply follow what Disc Depot is doing, in hopes of obtaining a similar result. Instead the owner of Carlo’s Clothing should focus on it’s own target market and develop advertising campaigns which are specific to the customer’s it wishes to gain. One example would be social media, and billboards. Social media is a platform very popular among younger, more fashion savvy folks, and these people are more likely to come across Carlo’s Clothing while scrolling on their phone, rather than while listening to drab radio commercials. Secondly, many younger people will see the advertisement for Carlo’s clothing on their commute to work. Carlo’s Clothing should consider these forms of advertising to boost their business.
To sum up, the owner of Carlo’s Clothing should not aim to emulate Disc Depots advertising methods. Instead, the owner should focus on marketing to people who are more likely to spend consistently on clothes. Younger people for example, who use their cellphones, rather than listen to the radio, and keep up with the latest in fashion trends, which Carlo’s Clothing offers.