An Exercise in Substantiation

LONG ANSWER PLEASE. Answer each of the questions listed. Type out your answers directly on to the homework underneath the question. Make sure you answer all parts of the question and label.

1. Opinion: Brooklyns new hipster store, Tattoo is considering increasing their mobile ad spend for the first half of 2021 and the owner believes this will grow the stores overall profit by 10%.

Substantiation: Sales of mobile ads are continuing to expand rapidly,

The Internet Advertising Bureau reported that mobile ad sales rose by 36% in the second half of 2020, as compared to the second half of 2019. Sales tallied $30 billion for the second half of 2020, up from $22 billion in sales for the second half of 2019, accounting for over 50% of all internet ad sales.

Questions:

1a. Why doesnt this substantiation work?

1b. What back up information would be more convincing?

2. Opinion: Target should add a full grocery selection to the stores that remain without it. If they do this, Targets apparel business will double in each of these stores.

Substantiation: Wal-Mart believes so strongly in the synergy between grocery and the rest of their business, they have decided that every new Wal-Mart store will be built to accommodate grocery. They measured customer traffic in existing Wal-Mart units before and after grocery was added. They found that with the addition of grocery, customer visits actually doubled. [WWD, An Interview with Top Management]

Questions:

2a. Why isnt this substantiation convincing?

2b. What type of information would be convincing?

3. Opinion: Urban Outfitters is focusing on their Home Business. The home category currently accounts for 17% of sales, and the retailer hopes to increase that percentage to 22% by 2021. The company should be able to grow this business to a 22% penetration.

3. Substantiation: For this opinion please write a fictitious quote which would substantiate the claim being made. Do not do any research for this quote. Make sure you add a tie in sentence back to the substantiation.