READING TEST 01 TEXT COMPLETION - Questions 01-10 Direction: In this part of the test, you will read the text and decide which answer: A, B, C or D best fits each space. 0) A. haunted B. unconcerned C. answered D. asked ADVERTISEMENT The dictionary defines advertise as “to make (something for sale, services offered, etc) known to the public”. Advertising can therefore be considered a form of (01)…………., the ultimate aim of which is to (02)................ consumers to choose a specific product or service. Every company tries to (03)................... its products from those of the competition, and a key element here is the strategy of branding. A (04)…............ can be defined as the name attached to a product or service, how that name is visually expressed through a (05).............. and how that name and logo are developed through a company's communications. However, a brand is much more than just a name. It also represents some intangible aspects of a product since it is how the product or often even the whole (06)…............. is perceived by its (07)….............. . It is a nexus of ideas, feelings, and perceptions about lifestyle and status, (08)….............. and quality. Creating a powerful brand identity is essential if you want to (09)….............. a strong competitive (10)….............. A successful brand will make customers think of your company first when they think of the particular product category to which the brand is attached. 1. A. distribution 2. A. recommend 3. A. recognise 4. A. brand 5. A. visual 6. A. association 7. A. patrons 8. A. picture 9. A.gain 10. A. surplus B. retail B. persuade B. distinguish B. label B. logo B. headquarters B. customers B. illustration B. succeed B. profit C. communication C. suggest C. harmonise C. cachet C. commercial C. company C. regulars C. photo C. award C. advantage D. wholesale D. decide D. differentiate D. slogan D. spot D. subsidiary D. visitors D. image D. realise D. bonus READING COMPREHENSION - Questions 11-20 PASSAGE 1: Questions 11-15 Read this article. Choose the best answer A, B, C or D for each question from 11 to 15. Traditionally in America, helping the poor was a matter for private charities or local governments. Arriving immigrants depended mainly on predecessors from their homeland to help them start a new life. In the late 19th and early 20th centuries, several European nations instituted public-welfare programs. But such a movement was slow to take hold in the United States because the rapid pace of industrialization and the ready availability of farmland seemed to confirm the belief that anyone who was willing to work could find a job. Most of the programs started during the Depression era were temporary relief measures, but one of the programs - Social Security - has become an American institution. Paid for by deductions from the paychecks of working people, Social Security ensures that retired persons receive a modest monthly income and also provides unemployment insurance, disability insurance, and other assistance to those who need it. Social Security payments to retired persons can start at age 62, but many wait until age 65, when the payments are slightly higher. Recently, there has been concern that the Social Security fund may not have enough money to fulfill its obligations in the 21st century, when the population of elderly Americans is expected to increase dramatically. Policy makers have proposed various ways to make up the anticipated deficit, but a long-term solution is still being debated. In the years since Roosevelt, other American presidents have established assistance programs. These include Medicaid and Medicare; food stamps, certificates that people can use to purchase food; and public housing which is built at federal expense and made available to persons on low incomes. Needy Americans can also turn to sources other than the government for help. A broad spectrum of private charities and voluntary organizations is available. Volunteerism is on the rise in the United States, especially among retired persons. It is estimated that almost 50 percent of Americans over age 18 do volunteer work, and nearly 75 percent of U.S. households contribute money to charity. 11. New immigrants to the U.S. could seek help from . A. the people who came earlier B. the US government agencies C. only charity organizations D. volunteer organizations 12. It took welfare programs a long time to gain a foothold in the U.S. due to the fast growth of ______. A. industrialization B. modernization C. urbanization D. population 13. The word “instituted” in the first paragraph mostly means ______. A. “executed” B. “studied” C. “introduced” D. “enforced” 14. That Social Security payments will be a burden comes from the concern that ______. A. elderly people ask for more money B. the program discourages working people C. the number of elderly people is growing D. younger people do not want to work 15. The passage mainly discusses ______. A. public assistance in America B. immigration into America C. funding agencies in America D. ways of fund-raising in America PASSAGE 2: Questions 16-20 Read the article and choose TRUE, FALSE or NOT GIVEN for questions 16-20. Why use focus groups? In business contexts, it can often be useful to gather opinions on a product or service during the development stage. For instance, in a focus group, participants might describe what they like or dislike about a company's product or those of its competitors. Based on information gained from the group discussion, modifications or changes could then be made. Later in the process, focus group opinions may be used to gather feedback on a proposed advertising or marketing campaign. Are they used for particular research? Focus groups are most useful for qualitative rather than quantitative research. Quantitative research (which includes surveys, questionnaires and polls) relies on gathering measurable data which is often transformed into statistics. In contrast, qualitative research aims to understand the reasons and background for opinions. Focus groups and interviews allow participants to explain and expand on their opinions in relation to a topic, product or brand. How many participants are required? The context is important when deciding how large or small to make a focus group. Most market research companies will have groups of ten to twelve participants. However, some research can work better with smaller groups of around five to seven people. How is the research carried out? Although many businesses may prefer participants to meet face-to-face, it is also possible to arrange focus groups via video conferencing or online. Ideally the environment should be relaxed and comfortable. How is the group run? The group usually includes a moderator whose role is to put forward the questions or topics for discussion. Although the moderator may guide the discussion by managing timekeeping, keeping the group on topic and summarising key points at the end, their main role is to remain neutral and encourage participants to contribute. To facilitate this, the moderator should have excellent listening skills and use body language and eye contact to show interest in what the focus group has to say. What are the pros and cons? Some experts express concerns about the reliability of research gained from focus groups. The small number of people in a group means that the information gained is often specific and may not always be suitable for generalised contexts. Added to this is whether the opinions of participants are reliable, or if they are saying what they think the moderator wants to hear. Some groups might also contain people who dominate or influence the opinions of other participants. Moreover, it can be difficult to analyse the data. However, it can be a more cost-effective method of gathering data compared with interviewing people individually. An effective moderator can also gain insights from participants' body language and their level of interaction. The findings can produce data that is easier to communicate than complex statistics and the flexibility of focus groups means that they can be used for a wide range of topics. 16. The qualitative method is most useful for data to be expressed in numeric form. A. TRUE B. FALSE C. NOT GIVEN 17. The moderator should avoid putting forward their own point of view. A. TRUE B. FALSE C. NOT GIVEN 18. Moderators use both verbal and non-verbal strategies to put people at ease. A. TRUE B. FALSE C. NOT GIVEN 19. There are concerns regarding the dependability of data from focus groups. A. TRUE B. FALSE C. NOT GIVEN 20. A disadvantage of focus groups is that they can only be used for limited subjects. A. TRUE B. FALSE C. NOT GIVEN
