Opinion

: Brooklyns new hipster store, Annies Blue Ribbon General Store is considering mobile

ads and believes this will grow her profits by 5%.

Substantiation:

Sales of mobile ads are expanding rapidly, but consumer attitudes to them may

not be changing quickly Billy Hulkower, Senior Technology analyst

The Internet Advertising Bureau reported that mobile ads rose by 145% in the first half of

2014, as compared to the first half of 2013. Sales tallied $3 billion for the first half of

2014, up from $1.2 billion in the first half of 2013, mobile ads account for 15% of all

internet ad sales.

Questions:

1a. Why doesnt this substantiation work?

1b. What back up information would be convincing?

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,

9-22-11, An Interview with Top Management]

Questions:

2a.

Why isnt this substantiation convincing?

2b.

What type of information would be convincing

?