GMAT Essays (AWA)

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.


My Response :


The argument above claims that radio advertising has significantly contributed to making business profitable. It cites an example of Cumquat Café that used the local radio station this year for advertising and were able to achieve an increase of 10 percent profit over its last years totals. However, this argument is based on a questionable assumption and, hence, fails to be persuasive.

Firstly, the argument wrongly employs the relationship between advertising by local radio station and the profit earned by the café. It incorrectly assumes that only advertising is the sole reason of increase in the café's profitability this year. Although radio advertising can serve as a valuable medium of being known in public, it cannot be the only way to gain profit. It should also consider the plausibility of the quality of food the café has been serving this year which in fact, should be able to considerably outweigh the need of radio advertising, if not totally. The café would attract more customers if it serves better food as compared to other cafes.

Secondly, the argument has no information about the cost of served at the Cumquat café. This is one of the important factors that directly affects the profitability of the café's business. What if they serve better quality food for really affordable price? It is more likely that customers would prefer this option over any other expensive café for the same food.

Thirdly, another important factor responsible for the increasing profitability can be an improved customer service at the Cumquat Café. Customers would always be inclined to visit a place where they get better service and good food for affordable price.

Last but not the least is the ambience of the Cumquat Café which can certainly be effective in increasing the profitability. It might be possible that Cumquat Café has renovated to improve its ambience and architecture mainly to attract more customers.

Eventually, it can be stated that the argument overlooks all the above mentioned points which it has to consider before reaching to establishing its point that only radio advertising is responsible for Cumquat Café's success in its business. Without considering all the details above, the argument remains flawed and fails to persuade its readers.

Experts... Waiting for your review comments.. Starting all over again! Could not be in touch with GMAT studies due to workload.. Need your valuable comments ! thanks !