GMAT Essay Topic 422 - 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.
The conclusion in this argument is that putting advertisements about the reduced price of some grocery items in the Daily
The conclusion in this argument is that putting advertisements about the reduced price of some grocery items in the Daily Gazette will help you increase your sales. In support of this conclusion, the arguer provides the results of a survey last month. Moreover, the author asserts that most of the customers who had read the advertisement spent more money than usual. However, the evidence presented throughout this argument is unreliable and therefore does not lend strong support to the arguer’s claim.
In the first place, the arguer fails to establish a casual relationship between advertising the items and the increased sales of these items. It is entirely possible that the shoppers did need these items and bought them not because of their lower prices. For example, they would perhaps purchase the selected grocery items as well, although there was no any advertisement in the Daily Gazette. In addition, the arguer fails to provide enough evidence to show that the advertisements attracted much more customers. Maybe more than 90 percent of them come to shop not due to the advertisement.
In the second place, the procedure of the sampling is unclear, which undermines the representative of the survey. For instance, if most of the 200 shoppers bought the same goods, it would be difficult to evaluate the results. Consequently, without a definite process of the survey, the arguer cannot demonstrate that the customers bought these items because of the advertisement.
Last but not least, the assumption on which the author relies is never supported with adequate data or projection. The arguer assumes that most customers answered in the affirmative expended more money than usual, but he or she does not show other data such as the money which those who did not read the advertisement spent. It is possible that others consumed much more than people reading the advertisement.
As it stands, the argument is not will reasoned, and seriously misleading. To make it logically valid, the arguer should provide other useful data and a series of details in the process of the survey. What’s more, the author must show warranted evidence to make the readers convince that advertisement can attract more people to buy these bargains.
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