programs will also be popular on commercial television. However, the audiences for the
two types of programs differ significantly in their tastes. For example, a symphony
series may be popular on public television but not as a prime-time network show,
because public-television viewers tend to be more interested than commercial-television
viewers in the arts and higher culture. Thus, a popular program in one venue may be
decidedly unpopular in the other.
A third assumption is that products become best-sellers as a result of their being
advertised on popular programs. While this may be true in some cases, it is equally
possible that only companies with products that are already best-sellers can afford the
higher ad rates that popular shows demand. Accordingly, a lesser-known product from a
company on a smaller budget might be better off running repeated but less expensive―
ads on less popular shows than by running just one or two costly ads on a top-rated
show.
In conclusion, the results of the cited study do not support the author s conclusion.
To better evaluate the argument, we need to know the intended meaning of the phrase
highly-rated. To strengthen the argument, the author must limit his conclusion by
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