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20 Mar 2016, 10:03
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The following appeared in an advertising brochure carried by ChromeChannel Communication salespeople:
Discuss how well reasoned you find this argument. In your discussion be sure to analyze the line of reasoning and the use of evidence in the argument. For example, you may need to consider what questionable assumptions underlie the thinking and what alternative explanations or counterexamples might weaken the conclusion. You can also discuss what sort of evidence would strengthen or refute the argument, what changes in the argument would make it more logically sound, and what, if anything, would help you better evaluate its conclusion.
The argument says that Pay-per-click advertising is best compared to television advertising and explains the same taking an example of MacDowell's case for a duration of 18 months. The argument seems to indicate that since MacDowell has grown by a vast amount once it doubled the web advertising, the same strategy can be applied for Chrome-channel Communication. This argument cannot sound good enough for the following reasons.
Primarily, Any market will contain plenty of options and argument does not mention any advertising methods other than TV and web. So assuming that Web advertising is best without analysing the other options is not a good strategy. We have plenty of other advertising methods such as Paper advertising, Poster advertisements etc.
Secondarily, the author considers the case of MacDowell and opines that since it halved its television advertising and doubled its web advertising, its sales have grown and resulted in opening of forty more stores. He assumes success is because of increasing investment in web advertising but does not consider other factors that occurred in the same or before 18 months. There can be many external factors as for instance the increase in sales and opportunities could have resulted because of the TV advertisements itself however little amount is invested. There is no supporting information so as to inform why the author makes the causal argument.
Thirdly, One cannot make perfect analysis by considering just one example and assume that television advertising is on its way out, and smart businesses will continue to up their investment in pay-per-click ads. The reality can be much different and TV advertising may sustain by throwing the ads in between famous TV soaps or programs thereby gaining attention of the viewers. The web advertising does have no sustain as the viewers who do not to get disturbed by adds may opt for ad-blocking softwares which may ruin the plans of the Communication channel if implemented.
Finally, As per the above mentioned considerations, the argument does not look strong enough to make an positive impact on sales of the Channel. advertisement. The argument is to be reconsidered after through review of all existing advertising media and their impact on customers. Since, what applies for one need not apply everyone, the channel needs to have its own strategy weighing all its factors and taking cases of similar channels for more information.
Quote:
Discuss how well reasoned you find this argument. In your discussion be sure to analyze the line of reasoning and the use of evidence in the argument. For example, you may need to consider what questionable assumptions underlie the thinking and what alternative explanations or counterexamples might weaken the conclusion. You can also discuss what sort of evidence would strengthen or refute the argument, what changes in the argument would make it more logically sound, and what, if anything, would help you better evaluate its conclusion.
The argument says that Pay-per-click advertising is best compared to television advertising and explains the same taking an example of MacDowell's case for a duration of 18 months. The argument seems to indicate that since MacDowell has grown by a vast amount once it doubled the web advertising, the same strategy can be applied for Chrome-channel Communication. This argument cannot sound good enough for the following reasons.
Primarily, Any market will contain plenty of options and argument does not mention any advertising methods other than TV and web. So assuming that Web advertising is best without analysing the other options is not a good strategy. We have plenty of other advertising methods such as Paper advertising, Poster advertisements etc.
Secondarily, the author considers the case of MacDowell and opines that since it halved its television advertising and doubled its web advertising, its sales have grown and resulted in opening of forty more stores. He assumes success is because of increasing investment in web advertising but does not consider other factors that occurred in the same or before 18 months. There can be many external factors as for instance the increase in sales and opportunities could have resulted because of the TV advertisements itself however little amount is invested. There is no supporting information so as to inform why the author makes the causal argument.
Thirdly, One cannot make perfect analysis by considering just one example and assume that television advertising is on its way out, and smart businesses will continue to up their investment in pay-per-click ads. The reality can be much different and TV advertising may sustain by throwing the ads in between famous TV soaps or programs thereby gaining attention of the viewers. The web advertising does have no sustain as the viewers who do not to get disturbed by adds may opt for ad-blocking softwares which may ruin the plans of the Communication channel if implemented.
Finally, As per the above mentioned considerations, the argument does not look strong enough to make an positive impact on sales of the Channel. advertisement. The argument is to be reconsidered after through review of all existing advertising media and their impact on customers. Since, what applies for one need not apply everyone, the channel needs to have its own strategy weighing all its factors and taking cases of similar channels for more information.
21 Mar 2016, 08:31
Kudos
Bookmarks
I feel you've written a very good essay. I could just notice a couple of points:
I am not sure if the following is correct: "the same strategy can be applied for Chrome-channel Communication.". From what I understand, Chrome-channel Communication is actually trying to "sell" web advertising, by quoting the example of MacDowell's.
Also was not able to understand your following line: "The web advertising does have no sustain as the viewers who do not to get disturbed by adds". Perhaps there is some typo.
I am not sure if the following is correct: "the same strategy can be applied for Chrome-channel Communication.". From what I understand, Chrome-channel Communication is actually trying to "sell" web advertising, by quoting the example of MacDowell's.
Also was not able to understand your following line: "The web advertising does have no sustain as the viewers who do not to get disturbed by adds". Perhaps there is some typo.
21 Mar 2016, 09:16
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gmatgrl
yes there is a typo. This is the point that I wanted to convey.
Quote:
