13. In an attempt to sell radio advertising time, this ad claims that radio advertising

　　will make businesses more profitable. The evidence cited is a ten percent increase in

　　business that the Cumquat Cafe has experienced in the year during which it advertised

　　on the local radio station. This argument is unconvincing because two questionable

　　assumptions must be made for the stated evidence to support the authors conclusion.

　　The first assumption is that radio advertising alone has caused the increase in

　　business at the Cumquat Cafe. This assumption is questionable because it overlooks a

　　number of other factors that might have contributed to the Cumquats success. For

　　example, the Cumquat might have changed owners or chefs; it might have launched a

　　coupon ad campaign in the local print media; or it might have changed or updated the

　　menu. Yet another possibility is that a local competitor went out of business. These are

　　just a few of the factors that could help explain the Cumquats growth. Because the

　　author fails to eliminate these possibilities, the assumption in question need not be

　　accepted.

　　Even if it is granted that radio advertising is responsible for the Cumquats

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