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themaharaja1
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The following appeared as part of a promotional campaign to sell advertising space in the Daily Gazette to grocery stores in the Marston area:
“Advertising the reduced price of selected grocery items in the Daily Gazette will help you increase your sales. Consider the results of a study conducted last month. Thirty sale items from a store in downtown Marston were advertised in The Gazette for four days. Each time one or more of the 30 items was purchased, clerks asked whether the shopper had read the ad. Two-thirds of the 200 shoppers asked answered in the affirmative. Furthermore, more than half the customers who answered in the affirmative spent over $100 at the store.”
Discuss how well reasoned . . . etc
Above statement is directed at how grocery stores in the Marston area can benefit by advertising in the Daily Gazette. The authors main line of defense seems to be data about one store in downtown area and study done for a period of one month. After deep analysis I think that statement is incomplete and conclusion is based on number of assumptions. Additional data and numerical figures are required to strengthen the statement.
First of all, the author has provided data about only one store and that only for a month. Details of more stores and more months are required to make a good decision. Success for a month and for a store could be just because of chance and might not be applicable to all stores over long time. A reader can conclude different observations based upon the provided data. For example, a reader could interpret that effectiveness of that advertisement is only limited to stores in the downtown area and stores in other areas won't find advertisement that beneficial.
Secondly, the author hasn't mentioned whether advertisement appeared in other dailys or other types of communication channels such as radio, television or hand bills etc. Moreover we also need to know whether the advertisement in the Daily Gazette was the sole responsible for attracting customers. It could be that customers were attracted by advertisement which appeared in some other media and then they read the advertisement in the Daily Gazette just to confirm it.
Moreover, the author should provide more data about customers in the study. Data such as what is the regular store of customers, how much those customers spend on regular basis etc is required. For example only regular customers of that store visited that store during advertising period and thus, the advertising cannot be considered effective. It will be also helpful if the author shows data of sales before, during and after the advertising time. If we didn't find any major difference in these three sale values then it will mean that advertisement was not effective.
Also, the statement needs to mention whether that particular store had any profit during advertising period. For example if charges of advertisement are exorbitant then stores wouldn't have occurred any profit at all.
To summarize, I think that more data as mentioned in above paragraphs is required to make the statement more convincing. It will also help stores to make a correct decision.
“Advertising the reduced price of selected grocery items in the Daily Gazette will help you increase your sales. Consider the results of a study conducted last month. Thirty sale items from a store in downtown Marston were advertised in The Gazette for four days. Each time one or more of the 30 items was purchased, clerks asked whether the shopper had read the ad. Two-thirds of the 200 shoppers asked answered in the affirmative. Furthermore, more than half the customers who answered in the affirmative spent over $100 at the store.”
Discuss how well reasoned . . . etc
Above statement is directed at how grocery stores in the Marston area can benefit by advertising in the Daily Gazette. The authors main line of defense seems to be data about one store in downtown area and study done for a period of one month. After deep analysis I think that statement is incomplete and conclusion is based on number of assumptions. Additional data and numerical figures are required to strengthen the statement.
First of all, the author has provided data about only one store and that only for a month. Details of more stores and more months are required to make a good decision. Success for a month and for a store could be just because of chance and might not be applicable to all stores over long time. A reader can conclude different observations based upon the provided data. For example, a reader could interpret that effectiveness of that advertisement is only limited to stores in the downtown area and stores in other areas won't find advertisement that beneficial.
Secondly, the author hasn't mentioned whether advertisement appeared in other dailys or other types of communication channels such as radio, television or hand bills etc. Moreover we also need to know whether the advertisement in the Daily Gazette was the sole responsible for attracting customers. It could be that customers were attracted by advertisement which appeared in some other media and then they read the advertisement in the Daily Gazette just to confirm it.
Moreover, the author should provide more data about customers in the study. Data such as what is the regular store of customers, how much those customers spend on regular basis etc is required. For example only regular customers of that store visited that store during advertising period and thus, the advertising cannot be considered effective. It will be also helpful if the author shows data of sales before, during and after the advertising time. If we didn't find any major difference in these three sale values then it will mean that advertisement was not effective.
Also, the statement needs to mention whether that particular store had any profit during advertising period. For example if charges of advertisement are exorbitant then stores wouldn't have occurred any profit at all.
To summarize, I think that more data as mentioned in above paragraphs is required to make the statement more convincing. It will also help stores to make a correct decision.
