13. In an attempt to sell radio advertising time, this ad claims that radio advertising
will make businesses more profitable. The evidence cited is a ten percent increase in
business that the Cumquat Cafe has experienced in the year during which it advertised
on the local radio station. This argument is unconvincing because two questionable
assumptions must be made for the stated evidence to support the authors conclusion.
The first assumption is that radio advertising alone has caused the increase in
business at the Cumquat Cafe. This assumption is questionable because it overlooks a
number of other factors that might have contributed to the Cumquats success. For
example, the Cumquat might have changed owners or chefs; it might have launched a
coupon ad campaign in the local print media; or it might have changed or updated the
menu. Yet another possibility is that a local competitor went out of business. These are
just a few of the factors that could help explain the Cumquats growth. Because the
author fails to eliminate these possibilities, the assumption in question need not be
accepted.
Even if it is granted that radio advertising is responsible for the Cumquats
success, another assumption must be made before we can conclude that radio
advertising will result in increased profits for businesses in general. We must also
assume that what is true of the Cumquat will likewise be true of most other businesses.
But there are all kinds of important differences between cafes and other businesses that
could affect how radio audiences react to their advertising. We cannot safely assume
that because a small restaurant has benefited from radio advertising, that any and all
local businesses will similarly benefit.
In conclusion, it would be imprudent for a business to invest in radio advertising
solely on the basis of the evidence presented. To strengthen the conclusion, it must be
established that radio advertising was the principal cause of increased business at the
Cumquat. Once this is shown, it must be determined that the business in question is
sufficiently like the Cumquat, and so can expect similar returns from investment in
下一篇: 轻松掌握GMAT考试作文写作技巧
体坛英语资讯:Arsenal and Hull charged over brawl
体坛英语资讯:Portsmouth delay players salaries
体坛英语资讯:Chelsea beat Fulham to maintain five-point lead
体坛英语资讯:Injury-plagued Jelimo let world down in 2009
体坛英语资讯:Kobe, LeBron lead NBA All-Star voting
体坛英语资讯:Man. United, Arsenal win to keep chase upon Chelsea
体坛英语资讯:AC Milan extend Gattusos deal to 2012
体坛英语资讯:Phelps helps U.S. set new world record on 4x100m medley
体坛英语资讯:Barca, Inter, Stuttgart, Olympiakos into knockout stages
体坛英语资讯:IOC strips two of Joness Sydney Olympics medals
体坛英语资讯:Barcas Messi wins World Player of the Year
体坛英语资讯:Nadal avenges French Open loss to Soderling at Abu Dhabi
体坛英语资讯:Olympic skiing champion Hoffman retires
体坛英语资讯:Top 10 world sports news in 2009
体坛英语资讯:Liverpool wins over 10-man Wolves
体坛英语资讯:Chinas top 10 athletes of 2009
体坛英语资讯:Brazilian Cielo breaks 50m freestyle world record
体坛英语资讯:2010 Xiamen Intl Marathon starts off on seaside scenic course
体坛英语资讯:Lakers forward Artest gets concussion
体坛英语资讯:Corinthians begin to sell Roberto Carlos jersey
体坛英语资讯:Messi voted Best Player of Europe by Uruguayan sports daily
体坛英语资讯:Real Madrid wastes chance to go top in Spanish soccer league
体坛英语资讯:Hamburg win northern derby 2-1 against Bremen
体坛英语资讯:Bulgaria investigates 261 football players for hidden income
体坛英语资讯:Real confirm Pepe out the season
体坛英语资讯:New Jersey Nets Yi expects to return to practice this week, play against Timberwolves
体坛英语资讯:Arsenal down West Ham at FA Cup
体坛英语资讯:Real Madrid battles to win in Valencia
体坛英语资讯:Mexican Cruz Azul signs Argentine midfielder Jiminez
体坛英语资讯:Olympic champion Cielo sets 50m freestyle world record