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Файл:English proficiency tests. Учебное пособие
.pdf
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Task 5. Put the verb in the correct form and determine the type of conditional
sentences.
1. If an advertising agency does its job efficiently, unique and promotional
materials (create).
2. You would have done well if you (take) my advice then.
3. If the personal assistant (knew) about the meeting, he would have come.
4. The company (refund) the money if you find a breach in the contract.
5. If tuition fee (be) cheaper, more pupils could attend these courses.
Тест 2
Вариант 1
Task 1. Read and translate the text.
Most of the digital ad industry buzz in Q1 and Q2 2021 centered around
customer data and legitimate ways to obtain it upon the deprecation of third-party
cookies. But the second half of the year was all ears on metaverse. Blame it on
Facebook’s rebranding, or its rivals’ promises to release new AR devices in 2022, but
the center of the audience’s attention has shifted to the capabilities of the next
iteration of the internet — and people’s activities in it, respectively. Meanwhile, the
heated discussions around CTV have turned into somewhat routine talks among
experts, most of whom were finally ready to admit that many of the measurement and
attribution challenges in the niche were yet to be resolved. Does this mean the reign
of CTV in digital video advertising is over? Or are CTV ad businesses just keeping
things quiet, while ramping up their product tech core?
Task 2. Using the text, choose the correct answer True or False.
1. Facebook's competitors have promised to release new augmented reality devices
in 2025.
2. Second half of the year was all ears on metaverse.
3. The focus of the audience has not shifted to the possibilities of the next iteration
of the Internet.
4. Experts were ready to admit that many measurement and attribution problems in
this niche have yet to be solved.
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Task 3. Determine the time. Use the correct tense of the verb.
1. Streaming providers constantly (strive) to maintain and increase their rates.
2. This type of data now (become) the most valuable third-party information
resource in 2022.
3. New marketing trends (implement) next year.
4. The growth in the number of deals with programmatic advertising in this
segment (contribute) to the growth of demand for more accurate segmentation
of the audience.
Task 4. Fill in the gaps with the appropriate modal verbs (Must Should Can
Could Have to).
1. Excise taxes on commercials ..… increase by 15%.
2. Marketers ….. pay closer attention to the development of advertising trends.
3. Analysts of the external advertising department ….. investigate the
development.
4. Advertising trends ….. change along with public opinion.
Task 5. Put the verb in the correct form and determine the type of conditional
sentences.
1. If you (create) a new type of advertising now, it will become familiar to
everyone soon.
2. The editor (approve) the article if he comes to work on time.
3. If there (not happen) a failure in the marketing department, the editorial board
would have released an appealing advertisement.
4. If I (connect) to an IG account, I could use it as a visual demonstration.
Тест 2
Вариант 2
Task 1. Read and translate the text.
The mass media, in addition to the function of informing readers about current
events, have assumed the function of servicing manufacturers of goods and services,
distributing advertising on the pages of newspapers and magazines.
With the emergence of mass media channels — high-circulation newspapers,
magazines, electronic media - the media is increasingly being considered as a
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platform for the rapid and effective dissemination of information about a product, a
manufacturing company.
With the development of market relations and the emergence of a dense
competitive environment both in the media market and among manufacturers of
goods and services, advertising agencies also fit into the structure of the advertising
process. Initially, they were only intermediaries who guided the advertiser in the
difficult media market, selected the necessary advertising media for him and carried
out placement in them, for which they received a kind of commission from the
publications in the form of an agency discount. At the turn of the XIX-XX centuries
advertising agencies began to realize that the advertiser's needs are not limited to
media placement, and additionally began to undertake the performance of a whole
range of work for the advertiser. The mass media occupy a central role in the
advertising process, entering into direct and indirect relationships with advertising
agencies, distributors and, of course, consumers. At the same time, it should be noted
that the consumer, taking a newspaper or magazine, turning on the radio or TV, does
not set himself the goal of getting acquainted with advertising at all. The consumer is
primarily interested in the information presented in the media, with the help of which
he intends to learn something, or identify himself with the outside world, or, finally,
just have fun, pass the time. Whether or not advertising will be noticed and perceived
by them depends largely on the marketing efforts of the media.
Task 2. Using the text, choose the correct answer True or False.
1. The mass media, have assumed the function of servicing manufacturers of goods
and services, distributing advertising on the pages of newspapers and magazines.
2. At the turn of the XIX—XX centuries, mass media agencies began to realize
that the advertiser's needs were not limited to media placement.
3. With the development of market relations and the emergence of a dense
competitive environment both in the media market and among manufacturers of
goods and services, advertising agencies also fit into the structure of the
economy of a number of states.
4. Тhe mass media occupy a central role in the advertising process, entering into
direct and indirect relationships with advertising agencies, distributors and, of
course, consumers.
Task 3. Determine the time. Use the correct tense of the verb.
1. Branding (use) in order to increase the demand for its products.
2. Their main purpose (be) to attract the customer's attention.
3. Advertising agencies recently (realize) that the advertiser's needs are not limited
to media placement.
4. Consumers usually (force) to buy goods and services through advertising.
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Task 4. Fill in the gaps with the appropriate modal verbs (Must Should Can
Could Have to).
1. Companies … advertise products for the purpose of selling them, and this is
called a commercial offer.
2. Traditional media … include newspapers, television, outdoor advertising, new
forms of media include blogs, forums, websites, email, text messages.
3. Commercial advertising usually uses branding to increase the consumption of its
products, this … help to associate the product with a certain high-quality image.
4. In business, marketing communication … be used to encourage, reassure, and
even manipulate an audience or a certain group.
Task 5. Put the verb in the correct form and determine the type of conditional
sentences.
1. If this advertisement becomes popular, demand for goods (increase).
2. If more pictures (use) in this advertisement, it would have become more
memorable.
3. If you wrote an interesting article, it (publish) in this journal.
4. If employees (work) harder, we will have time to launch this brand on Monday.
Тест 2
Вариант 3
Task 1. Read and translate the text.
The basis of the organization of advertising activities is an advertising program
that determines the direction of the advertising impact forms an advertising idea and
plans a variation of advertising performances. At the same time, advertising should
provide targeted work on the sale of goods and the formation of customer demand. Its
peculiarity lies in the continuity of the impact on the consumer and the constant
updating of the content. The modern advertising process consists of research work,
organizational work on the implementation of advertising programs.
An advertising agency performs creative and performing functions related to the
creation of unique and promotional materials. Thus, an advertising agency conducts
complex advertising campaigns and individual advertising events, interacts with
production bases, with other advertising and publishing companies, including foreign
ones, communicates with advertising distribution media, places orders for advertising
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publication in them, controls the passage and quality of orders, issues invoices to the
advertiser and pays bills for advertising distribution media. A full service-advertising
agency, as a rule, has a wide range of highly qualified freelance creative workers and
performers and, with significant volumes of international activity, has commercial
agents abroad.
In order for the advertising process to be sufficiently highly effective, it must be
preceded by marketing research, strategic planning and the development of tactical
decisions dictated by the advertiser's sales goals and the specific situation on the
market. It is necessary to develop an advertising strategy, which is determined by the
way the advertiser uses the creative complex.
The organization of the advertising process is aimed at ensuring the achievement
of mutual goals of the advertiser and the consumer, in providing the target consumer
with an advertising tool that provides an incentive reaction in relation to the
advertised product.
Task 2. Using the text, choose the correct answer True or False.
1. At the same time, advertising should provide targeted work on the sale of goods
and the formation of customer demand.
2. The organization of the advertising process is aimed at ensuring the achievement
of mutual goals of the advertiser and the consumer.
3. The basis of the organization of advertising activity is an advertising idea.
4. The peculiarity of customer demand is the creation of unique advertising
materials.
Task 3. Match the words with their meanings.
Dull
Побуждать
Billboard
Рекламировать
Encourage
Рекламный щит
Word-of-mouth advertising
Скучный
Advertise
Быть нацеленным на что-то
Target
Устная реклама
Task 4. Determine the time. Use the correct tense of the verb.
1. It is hard to say how useful it (be).
2. He never (promote) his Instagram presence outside the app.
3. These days my advertising agency (prepare) promotional materials for a new
brand.
4. Some specific content (provide) by our agency by the end of this week.
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Task 5. Fill in the gaps with the appropriate modal verbs (Must Should Can
Could Have to).
1. As you … see in this example, now, you will be able to link to an Instagram
profile direct within a website.
2. For many brands, ideally that you … stay on their website.
3. You … also assume that most embeds within the context of a blog post.
4. Тhere … be some additional cases and opportunities for the tool to be
implemented.
Task 6. Put the verb in the correct form and determine the type of conditional
sentences.
1. Advertising (be) more useful if it specifies the characteristics of the product.
2. If a professional (engage) in marketing, the company will receive a triple profit
3. If they (mention) this yesterday, everything would have been done.
4. More recipes (print) in the book if the advertisement evokes a response from
readers.
Тест 2
Вариант 4
Task 1. Read and translate the text.
As a vice president of marketing recently said to me: “The sales team is
measured on the value of the opportunities that turn into customers. Marketing is
measured by the number of leads created. That sounds like a match – but it is not.
“We create a huge number of leads of customers looking for introductory products –
but the sales team only cares about the leads we create for enterprise products. We’re
both meeting our objectives, but we’re losing for the business.” If you do not have a
clearly defined and shared vision for what success looks like, you cannot measure
anything meaningful in content marketing or any other department.
Task 2. Using the text, choose the correct answer True or False.
1. Marketing is measured by the number of leads created.
2. The sales team is measured on the value of the opportunities that turn into
customers.
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3. They both achieve their goals and win for the business.
4. You will be able to measure anything meaningful in content marketing if you do
not have a clearly defined vision of what success looks like.
Task 3. Match the words with their meanings.
Catchy
Рекламировать
Notice
Продвигать
Commercial
Легко запоминающийся
Advertise
Рекламная листовка
Leaflet
Объявление
Promote
Реклама по телевидению
Task 4. Determine the time. Use the correct tense of the verb.
1. Advertisement (start) to appear in newspapers in the 18th century.
2. His new love roman (attract) wide publicity in the press.
3. Marketing trends (develop) rapidly for 60 years.
4. These days he (write) a new article for the most famous magazine.
Task 5. Fill in the gaps with the appropriate modal verbs (Must Should Can
Could Have to).
1 Advertising..… provide targeted work on the sale of goods and the formation of
customer demand.
2 Marketing research, strategic planning and the development of tactical decisions
….. precede it.
3 The organization of advertising activities ..…determine the direction of
advertising impact.
4 An advertising agency ….. to conduct complex advertising campaigns and
separate advertising events.
Task 6. Put the verb in the correct form and determine the type of conditional
sentences.
1. The marketing department (reduce) if they fail to cope with the volume of work.
2. If he had worked slowly, he (not/make) so many mistakes.
3. If the advertising process (be) sufficiently highly effective, they would not have
bearded such high expenses.
4. He may go to prison unless he (pay) taxes.
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Тест 3
Вариант 1
Task 1. Read and translate the text.
Attention YouTube content creators: If you want to maximize audiences, take a
cue from primetime television. Viewership tends to be at peak on the site during
weekday evenings, according to a new study by New York-based multi-channel
network Frederator.
To this end, posting on weekday afternoons gives YouTube ample time to index
videos and deliver them to subscriber feeds. Frederator advises post times between 2
.m. and 4 p.m. on Monday, Tuesday and Wednesday, and between 12 p.m. and 3 p.m.
on Thursday and Friday. (All times are EST.)
On weekends, though, the early bird gets the worm. The study -- which
compiled data across Frederator’s 120 million monthly views from a total of 1,300
channels -- concluded that, on Saturday and Sunday, a post-time between 9 a.m. and
11 a.m. is optimal.
Of all the days of the week to post, however, Thursday and Friday are best. As
most YouTube viewers are school-age children or young adults, viewership generally
begins to ramp up on Thursday, peaks on Saturday and then tapers off on Sunday
afternoon.
In this vein, the worst months of the year to post are May and September --
“transitional months where the majority of YouTube’s users…are either finishing or
starting school, sports seasons, vacations and/or doing lots of outdoor activities,”
writes Frederator’s director of programming, Matt Gielen.
However, audience size is not the only metric that YouTubers should take into
account. Also of critical importance are fluctuating ad rates over the course of the
calendar year. (YouTube partners receive a cut of ad sales according to a personallydesignated CPM, or payment rate per 1,000 views.)
Last year, “CPMs peaked in mid-to-late March, were consistent from mid-May
to the end of June, rose steadily through August to a high in September, and were
high throughout all of October, November and December,” Gielen writes.
Task 2. Using the text, choose the correct answer True or False.
1. Of all the days of the week, Saturday and Sunday are best suited for publication.
2. Most YouTube viewers are elderly.
3. The worst months of the year to publish are May and September.
4. The peak of attendance falls on the evening of weekdays.
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Task 3. Determine the time. Use the correct tense of the verb.
1. My cousin (apply) for a new a job before he received an inheritance.
2. While I (jog) in the morning she (read) my article in a magazine.
3. Two reports on technical topics (make) in our group last month.
4. Robert (work) for the Google company for six years.
Task 4. Fill in the gaps with the appropriate modal verbs (Must Should Can
Could Have to).
1. Digital marketing tactics … help increase awareness of your brand.
2. That is precisely why Apple and Samsung … sort this out alone.
3. It was a new tool that … quickly and efficiently analyze the age of the audience.
4. After the dealers got their cut, we … be looking at $3.000.000.
Task 5. Put the verb in the correct form and determine the type of conditional
sentences.
1. If you (finish) writing the article on time, we could meet up this evening.
2. If the story had not been a real one, the newspaper (not publish) it.
3. Even if he (ask) them, they would not have agreed to come for an interview.
4. If you do not make a monthly payment, your internet (disable).
Тест 3
Вариант 2
Task 1. Read and translate the text.
YouTube has become a source of entertainment and fun for people of all ages in
just a decade. Some of the world’s biggest brands already have their own YouTube
channel, like Google, BMW, Disney and Lego. However, big brands are not the only
ones capitalizing on YouTube as a promotional venue. Companies of all sizes and
types are embracing YouTube to deliver their messages and strengthen their sales
pitch.
There is no denying that YouTube presents a huge opportunity to reach and
engage with diverse audiences, but only when done right. Here are some of the
biggest challenges that marketers face on the platform.
1. Targeting the wrong audience
Many marketers make the mistake of targeting the wrong audience, resulting in
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visitors slipping away regardless of content quality. It is easy to believe that your
video is going to appeal to all sorts of demographics, so you may end up choosing the
wrong audience.
To avoid this mistake, it is important to determine your customers’
demographics. Unless life on Earth is threatened due to oxygen running out and you
are the only one selling oxygen, not everyone needs whatever you are offering. So,
who is your target customer? Women, men or both? Young or old? Married or single?
Other demographic segments to focus on are cultural background, occupation,
income, educational level and location. Basically, this is statistical data about your
customers’ identities. You also want to know what their lifestyle, interests, attitudes,
values and pain points are — all of which offer insight into your audience’s
personality and purchase intent.
It is also a good idea to look at various consumer touch-points that can help you
define your audience. Ask your sales reps and consumer service teams what your
clients’ interests and pain points are. Use analytics tools to find out your audience’s
topics of interest, keywords and search terms as well.
2. Not having an objective
It is essential to define your marketing objectives so that you can create the right
type of video content. Examples of marketing objectives are to increase leads and
sales, decrease churn or grow brand awareness. You can use different types of video
content based on your marketing objectives and your target audience. Examples are
unboxings, interviews, events, behind-the-scenes glimpses, Q&A sessions and how-to
guides.
Think of the type of emotion that you want your potential customers to feel. Do
you want them to feel inspired, excited or moved? Emotions that you want to avoid
are feelings of frustration, stress, dissatisfaction and neglect. Evoking negative
emotions will cost you lost opportunities and revenue. Focus on emotions that drive
value for a business.
3. Sharing poor quality videos
As video is swamping the internet, it would be a huge mistake to offer poorquality videos to lower costs. Good videos appear professional and make your
audience feel something. To make your video look professional, pay attention to
details such as lighting, audio and camera work. Lighting is one aspect of video
production that can make a difference. What you should do is separate background
from foreground elements, remove shadows and emphasize key scene elements.
Quality audio is also important for the success of your video and promotion efforts.
Most viewers will leave your video and miss the message that you want to
communicate if the sound quality is not good enough.
A good video is also one that informs, engages, delights and entertains your
target audience. A video that is relevant and interesting covers a topic your viewers
are interested in, offers information in a way that is easy to digest and solves a
problem your audience is having.
4. Tracking the wrong metrics
Businesses often fail to set the right metrics for their video marketing
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