Name: Mark: Term Test 2 Written Comprehension Read the text and answer the questions that follow. The Power of the Blogger I Cookbooks have always been a money-making business. Publishers, keen to profit from the books, look for well-known chefs who have a good reputation and hire them to write the next best-selling cookbook. World-famous professional chefs have recently been joined in the cookbook industry by online “food influencers” – amateur chefs who post recipes online and have followers via social media. Today, go into a bookshop and you are just as likely to find a cookbook written by an online influencer as you are to find one written by a well-known chef. II So why are publishers so keen to make deals with online influencers? Simply put, it is because they are very popular. In some cases, online influencers have hundreds of thousands of followers on Twitter and Instagram, and publishers are eager to cash in on this popularity. III And they are not alone. Food companies have also recognised the potential of this ready-made audience and are trying to reach them in different ways. As social media continues to flood the internet, these companies understand that they must find ways to make use of online influencers if they wish to market their product successfully in the digital age. IV That is why McDonald’s recently decided to join forces with popular “food, travel and lifestyle” vlogger (video blogger) Doug Armstrong. The giant fast-food company had Mr Armstrong record a video where he visited a beef farm, a meat-processing factory and a kitchen and showed his fans how the Big Mac burger was made. The video attracted more than 2.2 million views. V Influencer marketing is clearly appealing to companies who wish to make the most of popular people on social media. Yet, it is also beneficial for the influencers themselves. Their cooperation with wealthy companies enables them to post high-quality content, which in turn helps them to gain more followers. However, bloggers must make sure that they don’t break advertising regulations by failing to tell their viewers when their content has been paid for by a particular company. 1 Choose the correct answer. (1 point) More than 2.2 million people . a visited a beef farm b learned how a Big Mac is made c stopped eating at McDonald’s d made video blogs about McDonald’s 2 Decide if the following sentences are true (T) or false (F). Find evidence in the text to support your answers. (3 x 2 = 6 points) 1 Most shops still prefer to sell cookbooks written by well-known chefs. ............................................................................................................................................................................................................................. 2 Doug Armstrong became known after making a video for McDonald’s. ............................................................................................................................................................................................................................. 3 Bloggers are required by law to let their viewers know when somebody has contributed to the costs of their blog. ............................................................................................................................................................................................................................. 3 Answer the question. (2 points) How is influencer marketing beneficial to both food companies and online influencers? .................................................................................................................................................................................................................................... Advantage 1 Photocopiable © Burlington Books 1 Term Test 2 4 Complete the sentences. (3 x 2 = 6 points) 1 You can become an online food influencer by ................................................................................................................... .......................................................................................................................................................................................................................... . 2 Twitter and Instagram are mentioned because .................................................................................................................... .......................................................................................................................................................................................................................... 3 Publishers are anxious to publish books by online influencers due to ............................................................... .......................................................................................................................................................................................................................... 5 . . Find words or expressions in the text that mean: (5 x 1 = 5 points) 1 2 3 4 5 lucrative (paragraph I) earn a lot of money from something (paragraph II) bombard (paragraph III) work together (paragraph IV) be certain (paragraph V) Written Production Write an essay (120-150 words) presenting your opinion about what makes a blog worth following. (20 points) Advantage 1 Photocopiable © Burlington Books 2
