The following is taken from a memo from the advertising director of the Super Screen Movie Production Company.
"According to a recent report from our marketing department, during the past year, fewer people attended Super Screen-produced movies than in any other year. And yet the percentage of positive reviews by movie reviewers about specific Super Screen movies actually increased during the past year. Clearly, the contents of these reviews are not reaching enough of our prospective viewers. Thus, the problem lies not with the quality of our movies but with the public's lack of awareness that movies of good quality are available. Super Screen should therefore allocate a greater share of its budget next year to reaching the public through advertising."Based on a survey conducted by their own marketing department and certain comments by some reviewers, the director made flawed reasoning and drew unconvincing conclusions about the problems responsible for their shrinking market.
First, the occasional appearance of good movies could not represent that their whole products are good, neither could those movie reviewers speak for the general preference of the public. Movie reviewers, due to their more knowledge capacity about techniques behind shooting movies and frequent exposure before screen, surely have different attitudes in appreciating movies, if not complete contrast with the public. Thus, their positive reviews could not indicate that excellent Super Screen movies attracting the public audience is just the minor one.
Also, without systematic survey about the influence of the company's original advertising campaign among the public, the director could not make any conclusion about possible results from reschedule on budgets of advertising. Chance could be that the company have already done a great job on promulgating their productions. And unfortunately, due to their movies' directly departing from what the majority of audience really would like to see, these activity only exacerbated the situation, shunning away prospective audience instead of drawing more.
In fact, even if the company are making excellent products and the public are eager to watch their products had they got efficient access about their contents, the director still could not guarantee that an increase of budget on advertising could help solve this problem. The public might have already been fed up with the wide spreading advertising, and promoting more such slogans might scare their original loyal consumers. Another possibility is that the public might have realized existence of several excellent work by their companies, but they turn to movies that are more attracting to them with extra benefits. For example, they have habits of watching movies with their senior parents or young children, and the products by this company just do not fit their appetite exactly.
Without a full study of their current and prospective audience, the director could not know whether movies they have produced are to people's appetite; without knowing the difference between preference of majority audience and professional movie reviewers, the director could ensure the movies are could motivate people in buying tickets; and without knowing about the specific effect of their current advertisement, the director could guarantee an increased investment on advertising could help draw more audience, even if people would enjoy their production when they personally view them.