Questions 21-26
Choose the correct letter, A, B, or C.
Write your answers in boxes 21-26
on your answer sheet.
21. Why should Mia compare where an advert appears in different magazines?
22. What does Ben say about the physical scale of an advert?
23. Why does Ben advise Mia to study photographs or illustrations?
24. What problem can occur if an advert contains several selling points?
25. What does Ben say Mia should consider about the campaign aim?
26. What can the wording of an advert suggest about its audience?
(A) is correct. Ben says the advert's place in the magazine reflects how valuable the campaign is considered.
(B) is incorrect. The recording does not support this option: It shows whether the advert matches the article beside it.
(C) is incorrect. The recording does not support this option: It reveals how long readers spend on that magazine.
Associated Text:
there's the question of which page of the magazine the advertisement appears on.
Mia: You mean because there's a big difference between having it on the back cover and the bottom of page sixty, for instance?
Ben: Exactly. And that shows how much the magazine's sales team thinks the campaign is worth, and how much the advertiser is willing to pay.
(A) is incorrect. The recording does not support this option: It matters only if the advert fills a whole page.
(B) is correct. Ben links the advert's size, including the headline, with attracting readers' attention.
(C) is incorrect. The recording does not support this option: It is less important than the wording of the headline.
Associated Text:
How many columns the advertisement takes up, whether it's a full page, a half page, a strip across the bottom. And of course that includes the headline.
(A) is correct. Ben says photographs or illustrations can have a major effect on readers' memory of the campaign.
(B) is incorrect. The recording does not support this option: They usually explain the product more accurately.
(C) is incorrect. The recording does not support this option: They are easier to compare than written claims.
Associated Text:
Whether there's a strong photograph or illustration alongside the text?
Ben: Yes, you absolutely need to look at those, because they can have a huge effect on the reader's memory of the campaign.
(A) is incorrect. The recording does not support this option: Readers may distrust a crowded advertisement.
(B) is correct. Ben warns that a selling point placed near the bottom may not be seen by readers.
(C) is incorrect. The recording does not support this option: The agency may be unable to choose a suitable headline.
Associated Text:
what has the agency put at the very top? And if there are several selling points, does one of them appear right at the bottom, where readers probably won't see it?
(A) is correct. Ben says a campaign may seem to inform the public but may actually aim to create urgency, ridicule a competitor, or flatter the reader.
(B) is incorrect. The recording does not support this option: It should normally be stated in the headline.
(C) is incorrect. The recording does not support this option: It is usually decided by the magazine editor.
Associated Text:
The campaign may seem to be there to inform the public about a new product, but often the purpose is something more interesting, to create a sense of urgency, or to make a competitor look ridiculous, or to flatter the reader's sense of identity.
(A) is incorrect. The recording does not support this option: How many readers already know the product.
(B) is correct. Ben says the wording reflects assumptions about readers' education, income and attitudes.
(C) is incorrect. The recording does not support this option: Which readers are most likely to complain.
Associated Text:
About their level of education, their household income, their attitudes, and that means writing copy that the readers understand without feeling patronised.
Questions 27-30
What does Mia decide to do about each of the following types of campaign?
- she will definitely look for a suitable campaign
- she may look for a suitable campaign
- she definitely won't look for a campaign
Write the correct letter
A-C next to questions 27-30.
The correct answer is A because Mia says she is very interested in fashion and will definitely look for a strong fashion campaign.
Associated Text:
I'm really keen on fashion, so I'll definitely choose a strong fashion campaign and use that. That sounds safest for me.
The correct answer is C because Mia says she could not find suitable environmental campaigns and Ben advises her not to bother with that type, so it is definitely not chosen.
Associated Text:
I just couldn't find two campaigns running in the same time period that I felt like analysing, they were too different.
Ben: OK. In that case, I wouldn't bother. So that one is out for you.
The correct answer is C because Mia agrees that charity appeals would be hard to analyse and says she will probably avoid that type, so she definitely will not look for one.
Associated Text:
I think I'd find it hard to be analytical too, so I'll probably avoid that. I don't think a charity appeal would work for me.
The correct answer is B because Mia says technology might be interesting but she has not decided, so she may look for one.
Associated Text:
Perhaps I'll choose a technology campaign, different launch ads for the same new gadget, or comparing how rival companies promote a similar product.
Ben: That could work, if you can find enough comparable examples.
