65. 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

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