COM 295 Week 2 Practice Case Analysis: Identifying Logical Inconsistencies//tutorfortune.com
COM 295 Week 2 Practice Case Analysis: Identifying Logical Inconsistencies//tutorfortune.com Click on below link to buy https://tutorfortune.com/products/com-295-week-2-practice-case-analysis-identifying-logical-inconsistencies COM 295 Week 2 Practice: Case Analysis: Identifying Logical Inconsistencies Complete the u201cCase Analysis: Identifying Logical Inconsistenciesu201d in Connect Identifying Logical Inconsistencies You should always verify whether your messages contain sound logic. You can strengthen your logic by avoiding six types of logical inconsistencies introduced in the book: unsupported generalizations, faulty cause/effect claims, weak analogies, either/or logic, slanting of facts, and exaggeration. Unsupported generalizations involve unfairly stating all people or parts of a group or category possess a certain characteristic. Faulty cause/effect claims involve unsupported and unsubstantiated statements about how one thing causes another. Weak analogies are comparisons that lack sufficient similarities to support conclusions. In other words, this is comparing apples and oranges. Either/or logic involves unnecessarily reducing or constricting issues to two options or viewpoints. Slanting of facts involves presenting those facts that are favorable to your position. Some people refer to this as cherry-picking the facts. Exaggeration involves overstating the value or significance of something. In this exercise, you will read a conversation among a team of marketing professionals and identify the faulty logic in their conversation. Read the case below and answer the questions that follow. Ron opened the conversation. u201cTV advertising is increasingly ineffective. Every report Iu2019ve seen suggests that TV advertising will continue to diminish during the next 5 to 10 years, and weu2019ll even see spending on digital advertising surpass TV advertising pretty soon. I just saw a report that showed that TV advertising only comprises 37 percent of ad spending compared to 33 percent for digital advertising. Soon, digital advertising will overtake TV advertising. (1) As a result, itu2019s clear that digital advertising leads to high returns on investment. (2) We need to shift all of our TV advertising to digital advertising right away.u201d Maria jumped into the conversation. u201cCome on, Ron. Donu2019t you think youu2019re being a bit dramatic? Last year, we had huge returns from our Super Bowl ad. Suzieu2019s analysis showed that we picked up $50 million in sales from a $4 million dollar investment on that ad. On top of that, our brand reached an audience of 125 million people in one day. (3) Thereu2019s no doubt that TV advertising is alive and well.u201d u201cMaria, you know better than that,u201d Ron interjected. (4) u201cTV advertising is no different than cassette tapesu2014itu2019s on its way to quick extinction. We should invest all of our creative energies and budget allotments to the advertising of the future. Right now, I think we all agree that our focus is on Millennials, so why weu2019re still focusing on TV is confusing to me.u201d u201cRon, I think youu2019re caught up in the hype of digital. (5) The latest eMarketer research report about perceiving brand value shows that 70 percent of Millennials say theyu2019re influenced by TV advertising. Thatu2019s higher than any form of digital advertising, including social, online display, and online video. Bottom line is that TV still is our best bet for our target demographic. u201cMaria, weu2019ve looked at that research together. Youu2019re basically citing the only research study that shows that and itu2019s entirely based on self-perceptions. I can show you five other studies that show the opposite picture and which are based on more reliable research methods. COM 295 Week 2 Practice: Case Analysis: Identifying Logical Inconsistencies Click on below link to buy https://tutorfortune.com/products/com-295-week-2-practice-case-analysis-identifying-logical-inconsistencies
★
★
★
★
★
40 views • 3 slides
