EXAMEN FIN DE SESSION JUIN 2011

Matiére : Anglais G 2 Durée : 2 h

Group & Major: Mark

Name: _______________________ ______________
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PART 1 : PRACTICE

I. READING (10 points)

The average person not only sees over 500 advertisements every day, but is also a walking billboard for his or
her favourite brands simply by wearing their clothes, carrying their handbags or driving their cars. But these
people are not getting paid for this free advertising.
The idea of selling body space to advertise products is a growing trend which benefits both the wearer and
the company. Potential body advertisers just choose which body part they want to lease and which company
they want to advertise. They then get a temporary tattoo which they agree to wear for a certain amount of time.
Foreheads and bald heads are very effective because you can always see them, even in bad weather.
The body advertising idea became popular when Andrew Fischer auctioned his forehead on eBay and
received a bid of $ 37,378 for wearing a company logo. There are now many websites on the Internet where you
can buy and sell body space.
Athletes and sports people have always earned a lot of money by wearing branded sports clothes. Now
they can earn even more with body advertising. Boxers in particular offer a good wide space for advertising on
their backs. The advantage of tattoo advertising is that the company name or logo is in full view all through the
match and not limited to a 30 second commercial which viewers may switch off anyway. A disadvantage is that
when athletes really begin to sweat, the tattoo starts to run.
In a world where people are experiencing advertising fatigue, the real challenge for marketing is to get
people’s attention. There are basically too many people selling too many things, and many of these things we
don’t really need. We see advertisements everywhere and so traditional forms of advertising are losing their
effectiveness.
Innovative marketing methods such as human billboards are becoming increasingly attractive because of
low cost and the ability to target your audience better. Companies now send tattoo-covered human billboards
to sporting events, music festivals, beaches or popular tourist resorts to advertise their products.
Of course, some consumers may not find this type of advertising very tasteful or they may not find the
body parts on show very attractive. It is also not possible in all parts of the world where there is no tradition of
tattoos or showing so much skin in public is taboo.
Well-known big brands such as Toyota, Vodaphone and Dunkin’ Donuts have used this method: college
kids agreed to stick Dunkin’ Donuts logos on their foreheads during an NCAA basketball tournament; Toyota
used body art to start a word of mouth campaign for the Scion car.
Body advertising shows that it is not necessary to spend large amounts of money to fulfil advertising’s
prime goal, which is to attract attention and get people interested enough to buy the products.
 A. ARE THESE STATEMENTS TRUE OR FALSE? JUSTIFY YOUR ANSWERS. ( 4 pts)

1. Consumers are unpaid, walking advertisements for the brand of product they choose to buy.

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2. Human billboards cost less and give better results than traditional forms of advertisement.

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B. ANSWER THESE QUESTIONS ABOUT THE TEXT. ( 3 pts)

1. Who first came up with the idea of selling body space for advertising?

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2. Why is the use of tattoo advertising not possible in all countries around the world?

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3. What is the main objective of advertising according to the text?

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C. FIND IN THE TEXT WORDS OR EXPRESSIONS THAT MEAN THE SAME AS THE
FOLLOWING: (3 pts)

1. an offer (paragraph 3): …………………………………

2. more and more (paragraph 6): ………………………………………

3. oral or verbal ( paragraph 8): ……………………………………

II. LANGUAGE (10 points)

A. COMPLETE EACH SENTENCE WITH THE APPROPRIATE WORD FROM THE LIST: (1pt)

meet — make — lead — do — book

1. If you plan to take your guests to a popular restaurant, it is a good idea to ____________ a table in advance.

2. Having to _____________ a formal meeting makes a lot of people nervous.

B. REPLACE THE WORD OR PHRASE IN BRACKETS WITH A MULTI-WORD VERB. (2 pts)

Example: My friend’s new apartment has (cost him ) _set him back _ around a million dirhams.

1. Congratulations! ( Continue ) __________________ the good work!

2. March is too early for the launch of our new product. I suggest we (have it at a later date) _____________ .

D. WRITE THE VERBS IN BRACKETS IN THE CORRECT FORM. (2 pts)

Dieter Wahrig (receive) ………………………his university degree in industrial psychology in 1989.

Since then, he (provide) …………………………consultancy for over 25 companies including some of the world’s

most respected ones.

D. COMPLETE EACH QUESTION WITH THE APPROPRIATE QUESTION-WORD. (2 pts.)

Example: X: ……How long…..did you stay in Paris.
Y: Only two weeks. I came back yesterday.

1. A : ……………..…….. do you travel abroad?

B: Three or four times a year. It depends.

2. C: ………………….… did you spend on advertising last year?

D: Almost £ 45,000.

E. COMPLETE THIS CONVERSATION: (3 pts)

Theodor introduces Angelika to Mark:

Theodor: Mark, …………………………………………….Angelika Strand, our marketing manager.

Angelika, Mark Lawton is one of our most important customers.

Angelika: ………………………………………………………again!

Theodor: Oh – you know each other!

Mark: Yes, we met last year at the Manchester conference. ……………………………..at the moment, Angelika?

Angelika: We’re very busy, but everything’s going really well, thanks. How about you?

II. WRITING ( 10 points)

 Your managing director has asked you to speak for him/her at a conference in London.
Unfortunately you cannot make it.
Write a letter to your manager giving him/ her reasons why you cannot go.

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PART 2 : THEORY (10 points)

MATCH EACH TERM TO THE CORRESPONDING DEFINITION. ( 2pts)

 niche market a- a group of customers of similar age, income level, and social status.

2. balance of trade b- how much a company wants to sell in a period.

market segment c- the difference in value between a country’s imports and exports.

4. sales target d- a market for a product or service that does not have many buyers but

that may be very profitable for companies who sell it.

e- numbers showing how much a company has sold in a period.

COMPLETE EACH SENTENCE WITH THE APPROPRIATE WORD. (4 pts)

5. Companies can often attract customers by expanding their product _____________ .

6. _____________ behaviour has changed a lot in the region. For example, people now shop

for

food more often and buy less each time.

7. Our company always carries out extensive market ____________ before developing a new product.

8. Red Bull’s consumer ____________ is younger than those of more traditional soft drinks.

ANSWER THE FOLLOWING QUESTIONS IN FULL. ( 4 pts)

1. What are the four stages of a product lifecycle? (half a point for each correct item)

1.…………………………………………………

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2. Name the four Ps of the marketing mix. (half a point for each correct item)

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