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Please help to evaluate Analysis of Argument [#permalink]
15 Aug 2010, 23:18
Subject: The following appeared as part of a campaign to sell advertising time on a local radio station to local businesses: “The Cumquat Café 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.” Discuss how well reasoned . . . etc.
Argument claims that any Business advertising with particular Local Radio mentioned in the argument can make Business more profitable. To support the argument Local Radio has given one example of one Business unit “The Cumquat Café”, which began advertising on given radio station and resulted in 10% increase in overall business of Café. Argument fails to mention several key factors, on the basis of which argument can be evaluated. The conclusion relies on assumptions, for which there is no clear evidence. Therefore, the argument is rather weak, unconvincing, and has several flaws.
Primarily, the argument readily assumes that advertising on given Local Channel resulted in 10% increase in business of The Cumquat Café and there were no other reasons that could have resulted in increase in Business for Café. On the face value it looks valid but on deeper analysis it reveals that there could be many other factors like increase in teenager population in town, which forms biggest consumer base for Cafes. Presumably there was increase in number of people visiting cafes and ‘The Cumquat Café’ was one of the beneficiaries of that trend. Argument neglects these possibilities. Argument could have been improved substantially, had author gave more details about evidence to support this assumption, like no increase in consumer base or how other Cafes in locality fared vis-à-vis “The Cumquat Café”.
Secondly, argument claim of 10% business increase is vary vague. Argument does not clearly mention if it is increase in sales or it is increase in profits. It is very much possible that there is inflation in country so sale price of items was increased and total number of items sold was same as that of last year. In that case also there can be increase in sales as stated in argument. But if it is the case, will business be benefited? No. Argument would have been strengthened if author had mentioned explicitly that advertisement resulted in 10% increase in profits.
Finally, Argument concludes that as the said Café was able to increase the Business on the account of advertising with Local Radio station if any other Business entity does the same it will also able to increase its business. Argument fails to recognize the fact that each business has its own requirement and factors. The marketing strategy, which may work for hotel business may not be the same for Garment industry. Author should have considered orientation of each business while making this statement.
In summary, the argument is flawed and therefore unconvincing. It could be considerably strengthened if the author clearly mentioned all the relevant facts and considered all the possibilities, factors and orientations of different businesses.
Re: Please help to evaluate Analysis of Argument [#permalink]
16 Aug 2010, 01:21
Seems good to me, just a little observation: The last paragraph seems a little short of words. I am sure you have used chineseburned AWA guide. There are a few more sentences there than written by you in your essay. Normally, my fav sentence for last para is "Had the author answered the queries raised in above paras, the argument would have been logically more sound".
In a nutsheel, its a good effort. Best of luck!!