The following appeared as part of a campaign to sell advertising time on a local radio station to local businesses: " The

Comquat Cafe began advertising on our local radio station this year and was delighted to see its business increase by 10 percent over last year's totals. Their success shows you how you can use radio advertising to make your business more profitable." The author claims in his campaign that radio advertising makes business profitable. To support his claim the author provides us with evidence that, The Cumquat Cafe increased its business by 10 percent over last year. Though the underlying issue certainly has merit, because of lack of evidence and weak assumptions the author's argument is unsubstantiated and deeply flawed. Some of the flaws in the author's argument are as follows. To begin with the author assumes that the increase in the business of The Cumquat Cafe was only because of the advertising on radio. This is a major flaw in the argument as it was not specified that advertising by radio was the only publicity campaign conducted by the Cumquat Cafe. There may also have been various advertisements on devices of mass communication or advertisements on bill boards etc. which author fails to specify. Additionally the author fails to consider that even if it was the only publicity campaign by The Cumquat Cafe and the customers were attracted to it by it radio advertisements, it does not mean that it will be profitable to other businesses also. The business won't be profitable if its target audience doesn't listen to radio. For example,it would be futile for a company manufacturing hearing aid to advertise on radio. Finally, the author states that The Cumquat Cafe advertised on the radio station this year and its business increased by 10 percent. He fails to specify the impact of other advertising campaigns or schemes that were there last year on this year's increase in business. The argument is categorically unconvincing; the author could have strenghtened his position if specifications about other advertising campaigns carried by The Comquet Cafe and their impact on its business were given. Also it would have been helpful to evaluate the argument if the demographics of the people listening to radio were specified. In conclusion, the author presents an interesting but flawed argument. Had the author presented the data mentioned above the argument would have been more persuasive. As it stands however the author's argument remains too weak to be true.