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64. The following appeared in a memorandum from the vice president of Road Food, an international chain of fast-food restaurants.
This past year, we spent almost as much on advertising as did our main competitor, Street Eats, which has fewer restaurants than we do. Although it appeared at first that our advertising agency had created a campaign along the lines we suggested, in fact our total profits were lower than those of Street Eats. In order to motivate our advertising agency to perform better, we should start basing the amount that we pay it on how much total profit we make each year.
Discuss how well reasoned... etc.
In this memorandum, the vice president of Road Food suggests that the company motivate its advertising agency to perform better by basing the agencys pay on the Road Foods profits. In support of this suggestion, the vice president points out that although Road Food initially thought the ad agency was following company recommendations, competitor, Street Eats earned higher profits last year. The vice president also notes that Street Eats has fewer restaurants than Road Food, and that Road Food spent nearly as much money on advertising as Street Eats did. This argument is unconvincing, since it relies on dubious assumptions and comparisons.
First, the vice president assumes that the ad campaign caused the low profits. However, the vice president ignores many other factors that contribute to profitability. In particular, the fact that Road Food has been spending less advertising money per restaurant than Street Eats suggests that its unwillingness to spend more may be the main reason for disappointing profits.
Second, the author implies that the ad agency failed to implement Road Foods guidelines, and that this failure was the reason for disappointing profits. However, it is equally possible that the ad agency faithfully followed all suggestions from Road Food, and that those suggestions were the cause of the disappointing profits. In this respect, the author unfairly shifts blame from Road Food to the ad agency.
Third, the authors comparison between Road Food and Street Eats is less relevant than a comparison between Road Foods own profits prior to its latest ad campaign and its profits during this campaign. Comparing its own profits during these time periods would more accurately reflect the ad agencys effectiveness than comparing profits of two different companies.
Finally, the author assumes that the ad agency will be more motivated if its fee is based on Road Food profits. However, the author does not support this claim. In fact, given that Road Foods profits have been lower than expected, it is just as likely that the ad agency would be less motivated by the suggested fee structure than by some other fee structure.
In conclusion, the argument is unconvincing as it stands. To strengthen it, the vice president must provide evidence that the ad campaign caused last years disappointing profits, and must examine and rule out other factors that may have contributed to disappointing profits.
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时态详解:现在完成时
现在完成进行时的用法
涉及状语从句的几种特定时态
英语基础语法:过去进行时
英语基础语法:一般过去时
现在进行时用法小结
独立主格用作伴随状语
将来完成时用法解说
过去完成时与一般过去时的区别
过去完成时用法详说
一般现在时表过去的用法
过去进行时用法五注意
时态详解:过去将来时
一般现在时表将来的规律
时态详解:现在进行时
英语基础语法:一般将来时
英语基础语法:将来进行时
时态详解:一般过去时
现在进行时用法详解
英语基础语法:现在完成时
独立主格结构介词使用的问题
时态详解:一般将来时
过去将来时的用法说明
独立主格
独立主格用作定语
几种将来时间表示法的比较
独立主格用作原因状语
英语基础语法:一般现在时
过去将来完成时的用法
现在完成进行时与现在完成时的区别
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