1. You will hear part of a radio interview in which a marketing consultant, Martin Laurell, is talking about marketing products to young people. For questions 1-6, choose the best answer (A, B, C or D).
1. According to Martin Laurell, how are students different from older people? A. They spend more money on branded goods. B. They are specifically targeted by big brands. C. They are more willing to listen to messages from advertisers. D. They are very critical of traditional advertisements.
2. What does Laurell say about anti-branding?
A. It has affected how young people look at advertisements. B. It has become an effective way to market certain products. C. It has shown how strong many brands are. D. It has stopped us judging others by how they dress.
3. Laurell says that students choose a brand based on
A. intelligent advertising. B. familiarity. C. quality. D. cost.
4. Laurell claims students select specific products based on
A. what their friends have chosen. B. advertising. C. the long-term benefits the brand can offer. D. how fashionable the brand is.
5. What is students’ attitude to brands which are seen as ethical?
A. They think the ethical companies charge too much. B. They wish the products were more readily available. C. They agree that these products are a good idea. D. They would like to see a better range of products.
6. What marketing tool did Channel 4 use to attract students to its brand? A. Access to a music celebrity. B. Tickets to music festivals. C. Reduced prices on music CDs. D. Free specialist magazines.
2. Many phrasal verbs have more than one meaning. Listen for these phrasal verbs in the talk above and choose the meaning the speaker uses.
1. settle down a) to become calm and quiet
b) to start living or working somewhere with the intention of staying there
2. be taken in a) to be allowed to stay somewhere
b) to be deceived by somebody
3. talk down to a) to talk to someone as if they are less intelligent than you b) to persuade someone to reduce a price to a particular amount
4. weigh up a) to spend time talking to someone in order to form an opinion about them b) to consider the advantages and disadvantages carefully
5. set (sb/sth) apart a) to make somebody seem different
b) to save for a special purpose
6. give out a) to tell people information, especially officially
