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Файл:English proficiency tests. Учебное пособие
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campaigns. While comments and shares are important and provide valuable insights,
other metrics will help you to get a good idea of the performance of your promotion
efforts. Metrics that you want to track include traffic source, view-to-subscribers
ratio, average view duration, and conversion rate. Other metrics that matter and will
help you measure success are average percentage viewed, watch time, re-watches and
unique viewers.
5. Failing to moderate content
When users come across your video or visit your YouTube channel, they
consume the entire experience, and this also includes your comments section. You
want to hold potentially harmful and inappropriate comments for review, weed out
spam and unwanted comments and approve and interact with inquisitive or positive
ones. If you are overwhelmed or have a lot, else to do, however, you can add a
moderator to help you manage comments. Alternatively, you can use tools with
moderation and community management features to approve post and flag comments
or hide content that contains specific words.
While your YouTube channel can be a brand-building powerhouse, mistakes can
drown even the most well thought and carefully crafted marketing strategy. YouTube
is a great platform for engaging with diverse audiences when done right. So, if you
want to connect with new and engaged audiences, build brand awareness and
authority and ultimately boost your sales, make sure you share content that offers
something entertaining and useful. Avoid some costly mistakes like the ones above to
claim success in YouTube marketing.
Task 2. Using the text, choose the correct answer True or False.
1. YouTube has become a source of entertainment and fun for people of all ages in
just a decade.
2. You do not need to define your marketing goals to create the right type of video
content.
3. When publishing a video on YouTube, moderation lasts 5 days.
4. Other metrics that can help you measure success are average views, watch time,
repeat views, and unique viewers.
Task 3. Determine the time. Use the correct tense of the verb.
1. That is a terrible ad campaign! I wonder who (do) it.
2. They (spend) about 3 days in the office before they (write) a resignation letter.
3. My number one advertising principle (be) to wake up the consumer.
4. No one (know) how to present yourself correctly 10 years ago.
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Task 4. Fill in the gaps with the appropriate modal verbs (Must Should Can
Could Have to).
1. The golden marketing rule says that your content plan ..…balance valuable
educational content with entertainment and inspiration.
2. Just like with stock market or crypto investments, you ..…quickly whittle away
your resources, chasing the next shiny object.
3. With news like Rumble preparing to go public, or Donald Trump planning to
launch his own social-media platform, we ..…only expect this trend to continue
in 2022.
4. The flip side is that if you settle on the wrong company, they ….. make things
worse for you by using blackhat tactics or simply through incompetence.
Task 5. Put the verb in the correct form and determine the type of conditional
sentences.
1. We will go to the interview if we (invite).
2. If he sends this email to support, they (receive) it in a minute.
3. If she (read) the instructions carefully, she wouldn't have used the wrong
answer.
4. If she finished her research, she (take part) in the conference.
Тест 3
Вариант 3
Task 1. Read and translate the text.
The holidays are a great time for marketing thanks to one of the greatest
business icons in history: Santa Claus. No matter what they call it, Santa Claus,
Father Christmas, Saint Nicholas, etc., it is a legendary character who talks about
Christmas, gifts, family reunions and in a very little known way, Coca-Cola .
The Puro Marketing site points out that the origin of the person who brings gifts
to the "good children" during Christmas Eve in the West has also made the most
famous soft drink brand in the world a mandatory reference on these dates. Inspired
by the real figure of a Christian bishop named Nicolás, today's Santa Claus is more of
a The Coca Cola Company 's manufacture, so much so that his traditional clothing,
which for centuries was green, was transformed to match the brand's motifs. .
This happened in 1931 when Coca-Cola launched a Christmas advertising
campaign that focused on a Santa Claus wearing the corporate colors white and red.
One of the first illustrations of Santa Claus that comes close to our current
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interpretation of the character came in 1862 when American Civil War cartoonist
Thomas Nast drew a little elf supporting Union soldiers at Christmas. This image
would serve as the basis for the subsequent Coca-Cola campaign.
According to the firm's Coke Lore site, the company began using the character
in the 1920s in advertising for magazines such as The Saturday Evening Post, Ladies
Home Journal, National Geographic, The New Yorker, among others, and they used
an image a lot. Most severe of Saint Nicholas. The reason for these campaigns was to
change the idea that Coca-Cola was a drink for hot weather, so they decided to launch
a strategy with the slogan "Thirst knows no season."
In 1930, artist Fred Mizen painted a Santa drinking a bottle of Coca-Cola in a
department store, an image that was reproduced in print ads for the 1930s Christmas
season. Such was his success that Coca Cola’s advertising agency -Cola, D'Arcy and
especially the executive Archie Lee, decided to use this symbol in 1931 and in the
following years.
The transformation to the current Santa was the product of the Swedish artist
Haddon Sundblom, who, commissioned by the company, changed the traditional and
more pious image of Christian folklore, into that of the Santa Claus of our days.
The painter modeled on a retired salesman friend of his by the name of Lou
Prentice to strip Saint Nicholas of the gnome-like traits he had gained in Irish and
Breton traditions. She made him taller, with a thicker, kinder face and merry eyes.
Sundblom was inspired by Clark Moore's poem 'Twas the Night before
Christmas to create his scenes and continued to tweak his model for the next 33
years, then incorporate his children and grandchildren into the character images.
When age allowed, she took advantage of her personal resemblance to Santa to
become her own role model. The artist passed away in 1976.
Coca-Cola produced stuffed animals, merchandising , toys, oil paintings and
various advertisements with Sundblom's images that to date are collectibles and are
part of the stock of the Museum of Science and Industry in Chicago, the Louvre in
Paris, the Royal Ontario Museum in Toronto, Isetan department store in Tokyo, NK
stores in Stockholm and of course, the Coca-Cola Archive.
The paintings that the artist painted between 1931 and 1966 were used in each
one of Coca Cola’s Christmas campaigns around the world, even today they are still a
mandatory reference for the industry. Such was the success of this campaign that to
date this Santa Claus is an icon of Western culture and of the non-religious holidays
of the season.
Task 2. Using the text, choose the correct answer True or False.
1. The Magic bells site points out that the origin of the person who brings gifts to
the "good children" during Christmas Eve in the West has also made the most
famous soft drink brand in the world a mandatory reference on these dates.
2. One of the first illustrations of Santa Claus that comes close to our current
interpretation of the character came in 1914.
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3. The paintings that the artist painted between 1931 and 1966 were used in each
one of Coca Cola’s Christmas campaigns around the world, even today they are
still a mandatory reference for the industry.
4. According to the firm's Coke Lore site, the company began using the character
in the 1920s in advertising for magazines such as The Saturday Evening Post,
Ladies Home Journal, among others.
Task 3. Determine the time. Use the correct tense of the verb.
1. She (sign) the contract to release a song next week.
2. They (not get) enough money in that company, he (leave) it.
3. The first advertisement (appear) in the 19th century.
4. Unfortunately he (scrape) his living for the last 2 years.
Task 4. Fill in the gaps with the appropriate modal verbs (Must Should Can
Could Have to).
1 Businesses ….. gain a significant edge in the war for clients, driving up sales
and revenue in the post-pandemic era.
2 These ...… play well with other reporter-accessible resources, including white
papers, videos and blog posts on company or media sites).
3 This is a challenge most organizations face, as data ..... create difficulties in
integrating it for analysis on one platform.
4 It ...… be noted that in 2020 the NFT market grew by almost 300%, three times
its size in 2019.
Task 5. Put the verb in the correct form and determine the type of conditional
sentences.
1 If they (support) our product, they would get a discount now.
2 Should you require anything else please (ring) the bell for the attendant.
3 If the government (lose) the next election, the Prime Minister will resign from
politics.
4 If she had been more experienced, she (get) her desirable job then.
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Тест 3
Вариант 4
Task 1. Read and translate the text.
With any luck, 2022 promises a continued wave of growth and prosperity. The
startup space has been greatly affected by the pandemic, to be sure, but most
enterprises have adapted to Covid-19 protocols, and investors have become more
optimistic about fueling new businesses. Moreover, of course, a startup requires such
capital for growth and progression, but what too many fail to recognize is that a
robust PR strategy is equally vital.
Unlike established brands and companies, startups require more than a press
release to be featured in the top-tier news and business media websites, shows and
publications. A good PR strategy will fuel these efforts, certainly, and go a long way
towards cheering investors. Most startups are faced with the key issues of raising
funding, recruiting talent, and growing a customer base, but comprehensive PR
addresses these concerns, too, as well as increasing backlinks to a website, which
raises brand awareness. A startup can also use PR to boost its unique selling point.
Too often, however, people leave PR for the end, and a late, weak or laissez faire
approach will end up costing far more than you might even imagine, so get planning
now.
1. It’s a marathon, not a sprint
PR entails setting up long-term strategies, along with patience and consistency,
and what takes up most of its time is media relationships. (The more frequently
audiences hear about a brand, the better its chances of gaining trust and credibility.)
Keep in mind, however, that any targeted media outlets need to be noteworthy.
2. Be the early bird
Just as early tickets to a music fest have perks, implementing a PR strategy
before an official launch gives you the advantage of shorter agency retainer
arrangements. An initial three-month program to support your launch becomes much
more affordable. It also provides a wealth of value-added consulting and advice, and
you will gain access to connections you otherwise would not have had.
3. Use storytelling
Good stories are captivating and inspirational. They give audiences a sense of
relevance and reliability. So, tap into the brand narrative to create goodwill and
loyalty in your audiences, and include how you tackled obstacles and adversities. In
response, media companies will likely offer better questions about starting a venture,
addressing perhaps unique selling points, brand history and the founder(s)’ careers.
They might also question the concept and its inspiration, so be ready with compelling
details, and never forget to throw in key messages and core brand communication
pillars.
4. Make the numbers talk
You run a business, after all, and both the media and your audience will be
interested in the statistics of a startup. So, when narrating your story, take the angles
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of how your company is disrupting the industry, and when doing so, work on
quantifying its trajectory. In this regard, be prepared to answer questions about funds
raised (or revenue earned), number of signees within a month or year, number of
partners on board, etc. These aspects will make your story more compelling, and so
hopefully raise awareness.
5. Be choosy
Avoid a press release strategy that is simply regularity-based. Instead, wait until
there is something truly noteworthy to impart — unique facets and elements.
Newsworthy topics might include a new product or service, a new executive, fresh
funding that raises the bar for growth, a new location or headquarters, or a significant
achievement of another type. Just be certain to incorporate striking and eye-catching
messaging.
6. Use content assets
Doing only the bare minimum will make it difficult to cut through the
competitive clutter. So, among your technology and tools should be concise and
captivating content assets, such as infographics, that give a gist of the story. These
should also plug and play well with other reporter-accessible resources, including
white papers, videos and blog posts (whether on company or media sites). Content
assets like these help carve out personalized pitches rather than one-size-fits-all ones.
(The latter can make you come off as pushy and overselling.)
7. Be a contributor
Another way to fuel PR efforts is by contributing to industry knowledge, and a
great way to begin is by guest posting on blog sites that are regularly read and visited
by your target audience. This kind of participation can be done in writing, but also
through podcasts, webinars and eBooks.
It might seem logical to ask, “Why should I promote another site?” The answer
is that collaborative pursuit also has something for you: It will promote your brand in
ways that your website content cannot. It also engages audiences consistently, and
can draw new ones previously unaware of your brand.
Today, startups and PR services have complex relationships, including a lot
more emphasis on collaboration and interaction. To successfully put your brand and
name out there, you need a PR strategy before you reach out to journalists,
collaborators and influencers. Interaction is what comes after this. Focus on putting
your value propositions forward in a mutually beneficial manner and you will be
good to go.
Task 2. Using the text, choose the correct answer True or False.
1. PR entails the development of short-term strategies.
2. Tap into the brand narrative to create goodwill and loyalty in your audiences.
3. Implementing a PR strategy before an official launch gives you the advantage of
shorter agency retainer arrangements.
4. Avoid a press release strategy that’s simply regularity-based.
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Task 3. Determine the time. Use the correct tense of the verb.
1. The TikTok app (appear) in 2016 in China.
2. Before OOH data tools (exist), media buyers needed local expertise to uncover
OOH ad placements.
3. Online shopping (be) a growing industry for two decades now, and the Covid-19
pandemic greatly (accelerate) its already formidable expansion.
4. The OOH tools (not allow) advertisers to perform ad buying and execution
before.
Task 4. Fill in the gaps with the appropriate modal verbs (Must Should Can
Could Have to).
1. As ..… be seen, in the era of Artificial Intelligence, consumers and customers
increasingly demand a better experience from companies.
2. Nowadays companies ….. convert customers’ demands into business values.
3. Advertisers ..… constantly monitor the trading market.
4. An advertising video ..… force a person to buy the presented product.
Task 5. Put the verb in the correct form and determine the type of conditional
sentences.
1. Sometimes if you (take) a chance, it pays off.
2. Sales will increase provided that the advertising campaign (be) successful.
3. If there were some potential for my capital to grow, I (agree) to invest in that
area of business.
4. The mill might have closed if they (find) new sponsors.
Тест 4
Вариант 1
Task 1. Read and translate the text.
Communication about your brand to your target audience
This is a very crucial step. It can also be considered as marketing your brand.
You have to develop your strategy in such a way that through your efforts, your
customers clearly understand your tone and message, the values you uphold and the
quality of your products. If this is perceived in a positive way, your branding will be
successful and you can gain a lot of loyal customers. Marketing is an integral part of
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branding and is the process by which you attract one-time customers. Branding
meanwhile can be described as the process of creating regular customers. To create
loyal customers, it is important to establish the right brand name. Branding process is
different for different brands. A top branding company in Dubai can help you decide
how to go about your branding process according to your target market needs so as to
give you the best results. Establishing the right brand identity can lead your business
to greater success.
Task 2. Using the text, choose the correct answer True or False.
1. The branding process is similar for different brands.
2. Creating the right corporate identity can lead your business to destruction.
3. Thanks to your efforts, your customers will clearly understand your tone.
4. Branding can be described as the process of creating temporary clients.
5. The leading branding company in Dubai can help you with an advertisement.
Task 3. Match the words with their definitions.
1. Branding
a. existing or happening before something else or
before a particular time
2. Quality
b. a series of actions that you take in order to achieve
a result
3. Company
c. the act of giving a company a particular design or
symbol in order to advertise its products and services
4. Process
d. an organization that sells goods or services in order
to make money
5. Target market
e. a detailed plan for achieving success in situations
such as war, politics, business, industry, or sport, or
the skill of planning for such situations
6. Strategy
f. something that makes people want to go to a place
or do a particular thing
7. Efforts
g. physical or mental activity needed to achieve
something
8. Message
h. something that happens or exists because of
something else
9. Results
i. a short piece of information that you give to
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10. Prior
j. how good or bad something is
Task 4. Determine the time. Use the correct tense of the verb.
1. This firm (be able to) get a lot of regular customers.
2. The customers (accept) the novelty well because the branding was very
successful.
3. Now he (work) on creating a new derived brand.
4. This company (lose) many customers even before the pandemic.
5. Having encouraged a purchase he (make) a great deal.
Тест 4
Вариант 2
Task 1. Read and translate the text.
Considerations for Business after the Pandemic
When all of this began in early 2020, businesses needed to find a way to adapt to
stay alive. Now that we are close to coming out of the pandemic, the businesses that
made it are once again going to need to think about how they do business going
forward. Returning to the business model that they used prior to the pandemic is
probably not the way to go, as the way people live, entertain, shop and order goods
and services has changed dramatically in a relatively short time. With that in mind, let
us take a look at some things businesses will need to do once the pandemic does end.
An online presence is essential.
While this is certainly something that you could have said prior to the start of the
pandemic, it is even more important now. People who were wary of shopping online
a year or so ago are now in the habit of doing it every single day. Habits are hard to
break when we are talking about the buying public, plus it is very convenient to shop
online so you are going to have a lot of people sticking to online ordering even when
everything is wide open once again. If your business does not have an online
shopping option, add it now.
Task 2. Using the text, choose the correct answer True or False.
1. At the beginning of 2020, businesses needed to find a way to get used to the
conditions in order to stay alive.
2. During the pandemic, the negative attitude of customers to online shopping has
not changed.
3. Now the Internet has conquered most of humanity.
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4. Shopping online has become difficult.
5. After the pandemic, most organizations will need to get used to changes in the
business model.
Task 3. Match the words with their definitions.
1. Business
a. the disease covers almost all territories or almost all
groups of people, animals or plants
2. Pandemic
b. existing or happening before something else, or
before a particular time
3. Model
c. something that a copy can be based on because it is
an extremely good example of its type
4. Shop
d. one thing that can be chosen from a set of
possibilities, or the freedom to make a choice
5. Habit
e. relating to or involving people in general, rather
than being limited to a particular group of people
6. Prior
f. the activity of buying and selling goods and
services
7. Public
g. how good or bad something is
8. Option
h. something that you do often and regularly,
sometimes without knowing that you are doing it
9. Strategy
I. physical or mental activity needed to achieve
something
10. Quality
j. a detailed plan for achieving success in situations
such as war, politics, business, industry, or sport, or
the skill of planning for such situations
Task 4. Determine the time. Use the correct tense of the verb.
1. Businesses (need) to find a way to adapt in order to stay alive.
2. Returning to the previous business model never (be) acceptable.
3. The Internet (cover) the entire business industry by the end of this year.
4. Earlier people (not trust) Internet platforms, now the situation (change).
5. Online shopping (change) our life greatly when the pandemic started.
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