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Table of specifications

Contents
Number
Skills CEF competences Test items Marks
Topics Language of items

A – Listening Getting a job: Present perfect Linguistic • Multiple choice 2 40


continuous • Gap filling
• lexical
Dream job
Past perfect • grammatical
B – Reading
The smart continuous • semantic
(470-650 • True / False 4 60
words) consumer
Subordination • orthographic • Matching
Stretch the • Short answer (text
budget Prepositions: comprehension)
C – Language 3 50
time, place,
movement Pragmatic • Multiple choice
The world of
sales • functional • Gap-filling
Passive with
• discursive • Rephrasing
infinitive
Get smart
Passive with
modal verbs
D – Writing • Essay 1 50
(120-180 words)

© ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 1
A – LISTENING 40 marks

You will listen to a digital marketing strategist giving advice on how to start a career in digital marketing.
1. Listen to part one and tick () the correct answer (a, b or c). 24 marks (6 x 4 marks)
1.1. Gina works as… at a marketing agency.
⃝ a. a freelancer consultant
⃝ b. a digital marketing strategist
⃝ c. a marketing channel customer

1.2. Her first job was in…


⃝ a. digital marketing.
⃝ b. advertising.
⃝ c. journalism.

1.3. She got into digital marketing…


⃝ a. without any formal experience.
⃝ b. after an internship in an agency.
⃝ c. with years of experience.

1.4. She began her new career when she realized the importance of social media in increasing the…
⃝ a. amount of new customers.
⃝ b. enthusiasm of new sellers.
⃝ c. quality of new brands.

1.5. In the interview for her first digital marketing full-time job, she decided to talk about her…
⃝ a. previous experiences.
⃝ b. academic background.
⃝ c. ability to grow a brand online.

1.6. Being a social media coordinator is… to start a digital marketing career.
⃝ a. the simplest way
⃝ b. the most common way
⃝ c. the most difficult way

2. Listen to part two and fill in the gaps with the missing words. Write ONE word in each space.
16 marks (8 x 2 marks)
Gina’s video aims to help people with no a. ………….……. looking for a job in digital marketing.
She suggests that b. …………….…. for a non-profit organization, a charity, a local small business or a
c. ……………………. in your city or town can improve social media skills and be good examples to mention in
a job d. ………….……. . She also emphasizes the fact that e. ……………………. thinking is the main quality to
make a quick progress in a f. …….……………. . It’s possible to do it on a g. ……………………. basis or seasonally
according to the h. …………….……. of the company.

© ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 2
B – READING 60 marks

1. It is often said that “You are what you consume.” Do you identify with a particular product or
corporate brand? Write about 30-40 words expressing your opinion. 10 marks

2. Read the following opinion text.

Mass consumerism is destroying our planet.


This Black Friday, let’s take a stand.

In 2008 a Walmart worker was trampled to death by crowds at a Black


Friday shop opening in New York. The event was one of a handful of incidents that became
emblematic of that distinctly American occasion. Black Friday, which takes place today, still registers as
the busiest shopping day of the year in the US.

5 But in recent years, shopping aisles in the UK have started to tremble too. Black Friday, once only seen
by Britons when watching US television shows, is a regular part of the calendar.

It was most noticeably introduced, in 2013, by Walmart, alongside mainstream retailers such as Argos,
John Lewis and Amazon. Slowly these strange annual scenes of feverish consumption made news
across the UK: the police were called to 15 different Tesco outlets in 2014.

10 Inevitably, Black Friday has now established itself as one the biggest retailing days in Britain, too – but
this year it’s a far softer affair, with sales spread over an extended period. Amazon, for example, now
heralds Black Friday with a whole week of discounts – a trend matched by many competitors. While
some retailers continue to tantalise shoppers by announcing their Black Friday opening hours, the day
itself hasn’t the spectacular veneer of its US cousin.

15 In Britain there is a long tradition of moralising about mindless materialism. As far back as the
Elizabethan era, a moral panic emerged about an “orgy of spending”. These concerns were
accompanied by increasing environmental activism. By now, confronted by the stark realism of the
climate emergency messages delivered by Greta Thunberg and Extinction Rebellion, the penny is
starting to drop as we learn to correlate our lifestyles with the fate of the planet. Today, in austerity
20 Britain, the idea of excessive consumerism seems to have lost much of its significance. For many
consumers, shopping has become mixed with guilt and a sense of responsibility as it increasingly
depends on credit card debt and the labour of poorly paid and precarious workers – and it has a heavy
environmental toll. In this context, Black Friday arrives in all its ambivalence. We may still be served
the familiar spectacles of excited consumers carrying giant plasma TVs out of shops, while an army of
25 delivery workers ring doorbells throughout the nation.

The time is right for a more resonant and joyful anti-consumerism. The recognition that we need to
downsize our lifestyles for environmental reasons now corresponds not with the false political
economy of austerity, but the very real awareness of the damage that consumer capitalism wreaks on
the world. The challenge, then, is to make anti-consumerism joyful by emphasising the satisfaction and
30 necessity of becoming more sustainable and refusing to fuel a system grounded in the exploitation of
people and the environment. Today, the greatest pleasures might be found in not shopping at all.
https://theguardian.com ((abridged and adapted), accessed in January 2020

© ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 3
3. Decide if the statements are TRUE or FALSE. Quote from the text to justify all of them. 20 marks (4 x 5 marks)

a. Nowadays Black Friday is no longer a license for shopping madness in the USA. ⃝
………………………………………………………………….……………………………………………………………….…………………………………….
………………………………………………………………….………………………………………………………………………….…..…………………….

b. Even though Black Friday has “travelled” to Britain, it doesn’t have the same impact as in the USA. ⃝
………………………………………………………………….……………………………………………………………………………..…………….……….
………………………………………………………………….……………………………………………………………………………………………..….….

c. The British have long had a tradition of overspending. ⃝


………………………………………………………………….…………………………………………………………………………………………………….
………………………………………………………………….………………………………………………………………………………………………..….

d. Environmental awareness and the way our consumerist habits may affect the planet matter very little to the
British. ⃝
………………………………………………………………….………………………………………………………………………..……………….………….
………………………………………………………………….……………………………………………………………………………………….…………….

4. Match the words/expressions below with their equivalents in the box. Two aren’t used. 15 marks (5 x 3 marks)

⃝ a. noticeably (line 7) 1. frenetic


⃝ b. feverish (line 8) 2. goes on
⃝ c. heralds (line 12) 3. remarkably
⃝ d. trend (line 12) 4. increasingly
5. tempt
⃝ e. tantalise (line 13)
6. announces
7. tendency

5. Answer these questions about the text. 15 marks (3 x 5 marks)

5.1. Why has excessive consumerism been diminishing in Britain?


………………………………………………………………….…………………………………………………………………………………….
………………………………………………………………….…………………………………………………………………………………….

5.2. How similar is it to the American shopping spree?

………………………………………………………………….…………………………………………………………………………………….
………………………………………………………………….…………………………………………………………………………………….

5.3. How does the author try to instill the idea of joy in not shopping or consuming? Quote from the text to
support your answer.
………………………………………………………………….…………………………………………………………………………………….
………………………………………………………………….…………………………………………………………………………………….

© ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 4
C – LANGUAGE 50 marks

1. Choose the correct preposition to complete each sentence. 20 marks (4 x 5 marks)

1.1. We are exposed to advertising… a range of different sources.


a. through ⃝ b. during ⃝ c. beside ⃝

1.2. Despite criticism, product placement remains widespread… films, TV programmes, magazines and other
media.
a. between ⃝ b. in ⃝ c. on ⃝

1.3. Each of us is bombarded with commercial messages… morning to bedtime.


a. from ⃝ b. between ⃝ c. in ⃝

1.4. Advertisers are forcing themselves… our brains and invading our lives.
a. down ⃝ b. out of ⃝ c. into ⃝

2. Complete the text with five words from the box. 15 marks (5 x 3 marks)

forcing pervasive bombarded adverts amount

This massive a.…………….……………. of advertising is now such a normal part of western society that most
of us do not seem to realise just how b.…………….……………. it is in our lives. As you go through your day
tomorrow, notice the number of c. …………….……………. you see and the sources from which they appear, and
you will discover just how much of your valuable time and brain space advertisers are d. …………….…………….
themselves into. It is not simply the ‘irritant factor’ of advertising that is the problem. Although we may
have stopped noticing just how much we are being e. …………….……………. by advertising, it is still affecting
our decisions, our worldviews and our lives generally.
https://www.lifesquared.org.uk/problem-consumerism (abridged and adapted), accessed in January 2020

3. Rewrite the sentences starting them as suggested. 15 marks (3 x 5 marks)

a. Some consumers are aware of the excessive exposure to advertisements, but others are still unaware of it.
In spite of some consumers …………………………………………………………………………………………………………….

b. Some marketers may use the “identity branding” strategy.


The “identity branding” strategy …………………………………………………………………………………………….……….

c. People could make complaints about some brands.


Complaints about some brands …………….…………………………………………………………………………….…………….

D – WRITING 50 marks
Advertising agency
In about 120-180 words, write an opinion text on the
following cartoon.

Present arguments for or against, and give your own


opinion as well.

“What we need is a catchy slogan,


something to hide the facts.”

© ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 5
LISTENING SCRIPT

[Part 1] [Part 2]
Welcome back to “Digital marketing by Gina”. My name is If you’re saying “well, that sounds great, but I don’t have any
Gina Wicentowich and I am a digital marketing strategist experience with social media and I still don’t know how to get
that has worked for marketing agencies, as a freelance my foot in the door” – here are my top three tips.
consultant and even for large corporations. So this channel
is a place where you can find out my digital marketing # 1. Volunteer. To get that first social media job, volunteering
strategies to help you in 2019. for a non-profit, for a charity that is looking for some social
In today’s video I’m going to discuss how to get your first media help is a fantastic way. You’re just looking for an
digital marketing job even if you don’t have any example to speak to in an interview setting – that you know
experience. We’re going to go and take it back a little bit how to not only use social media – (you know) the basics: the
so that I can share some of my story about how I first got posting, the different platforms (sure, that’s fantastic!) –, but
into digital marketing because I come from a journalism what people really want to see when they’re hiring digital
background. So I made the transition even while not marketers is that you know how to target an audience, how to
having that much formal digital marketing experience. So convert them, how to do a competitive research; they want to
I’m going to share a little about that and also on how to know that you can think critically. That critical thinking will get
get your foot in the door. you a job and it will get you very far in your career, very quickly.
(Now) Going back a little bit: this was about five years Non-profits and charities are a great way to get your foot in the
ago and, at the time, I was doing a lot of journalism door: you can volunteer for an upcoming event to do some
internships in Toronto, so I also had a side job where I promotion posts, you can do something more on a long-term
worked at trade shows for a brand that sold kombucha. basis for a few months, you can do a seasonal campaign, you
At the trade shows I really saw a lot of opportunity to can go and reach out and find what opportunities are there.
use social media. Not many brands were doing it at that But (you know) there are also some businesses that may not
time (it wasn’t like it is today!) and the great thing was have the time or the resources to have someone full time
that the company I was working for had a really small but handing social media. So think of any small businesses or start-
loyal following: really great people that were ups in your city or town that you think would be a great
enthusiastic and energetic about the product. And I opportunity to get some social media experience – whether it
thought “it would be great to take that audience and be is something kind of seasonally or on a longer-term basis so
able to channel that online to build a community”. So we that you could have even more examples to speak to in an
started doing like a “share comment social media interview setting.
contest” and they exploded. They did incredibly well for https://www.youtube.com/watch?v=BPl-0H_g7-U
the brand and really helped it reach thousands and
thousands of new customers. So it was a great
experience and, then, when I decided to actually get my
first digital marketing job, in that formal interview, one
of the things that I talked about was how I was able to
really grow this brand online through using social media,
through using really smart marketing, through
understanding the target audience of the brand. So I
ended up getting that first digital marketing full-time role
at a marketing agency and in huge part due to my
experience recognizing the power of social media, how
to target, how to find good customers – that was a huge
piece of it.
Now, why I am bringing this up? Because the most
popular entry level digital marketing job is social media
coordinator. It’s a great way to get your foot into the
industry and it really can showcase your skills if you are
really smart and effective at social media – to help you
get really far in your career very quickly.

© ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 6
ANSWER KEY
A – LISTENING
1.1. b. 1.2. c. 1.3. a. 1.4. a. 1.5. c. 1.6. b.
2. a. experience; b. volunteering; c. start-up; d. interview;
e. critical; f. career/job; g. long-term; h. resources/needs

B – READING
1. Personal answer.
3. a. F (“Black Friday, which takes place today, still registers as
the busiest shopping day of the year in the US.” ll. 3-4) b. T
(“While some retailers continue to tantalise shoppers by
announcing their Black Friday opening hours, the day itself
hasn’t the spectacular veneer of its US cousin.” ll. 12-14); c. F
(“In Britain there is a long tradition of moralising about
mindless materialism. As far back as the Elizabethan era, a
moral panic emerged about an ‘orgy of spending’” ll. 15-16);
d. F (“By now, confronted by the stark realism of the climate
emergency messages delivered by Greta Thunberg and
Extinction Rebellion, the penny is starting to drop as we learn
to correlate our lifestyles with the fate of the planet.” ll. 17-19)
4. a. 3; b. 1; c. 6; d. 7; e. 5;
5.1. Shopping has turned into a mixture mixed of guilt and a
sense of responsibility as it associated to credit card debt and
the labour of poorly paid and precarious workers. Apart from
that, people have realised that it means a heavy environmental
toll.
5.2. Only a little, as consumerism is less important in the UK
than in America and it’s a softer affair spread over a longer
period.
5.3. “The challenge, then, is to make anti-consumerism joyful
by emphasising the satisfaction and necessity of becoming
more sustainable and refusing to fuel a system grounded in the
exploitation of people and the environment.” (ll. 29-31)

C – LANGUAGE
1.1 a. 1.2 b. 1.3 a. 1.4 c.
2. a. amount; b. pervasive; c. adverts; d. forcing; e. bombarded
3. a. … being aware of the excessive exposure to
advertisements, others are still unaware of it.; b. … may be
used by some marketers.; c. … could be made.

D – WRITING
Personal answer.

© ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 7
Correction criteria
Test items Criteria

• Correct/incorrect
• Multiple choice − Sequencing items will only be given marks if the whole sequence is
• True / false correct.
• Matching − One mark off in true/false items for each incorrect quotation from the
• Sequencing text, when applicable.
• Short answers (gap filling) − One mark off in true/false items for each incorrect answer, if
quotation from the text is correct, when applicable.

• Short answers (sentence completion; • One mark less for each language mistake, up to a maximum of 3 marks.
rephrasing) • Incomprehensible or decontextualised answers will be marked wrong.

• Short answers (text


• One mark less for language mistakes, up to a maximum of 3 marks.
comprehension)
41 to 50: The student shows excellent writing skills; fully respects the topic
or text type; presents his/her own ideas about the topic, contextualises and
develops them; uses appropriate and varied cohesive devices; organises the
text in a coherent manner; mistakes (structure or spelling) do not impede
understanding.
31 to 40: The student shows good writing skills; respects the topic or the
text type; presents some ideas about the topic and contextualises them;
uses simple cohesive devices but not always successfully; choice of words is
good; makes few mistakes (structure or spelling) which hardly affect the
message.

21 to 30: The student shows adequate writing skills; respects the topic or
the text type; presents some ideas about the topic and tries to contextualise
them; uses some cohesive devices but the text is slightly disorganised;
• Essay choice of words is adequate; makes some mistakes (structure or spelling)
which sometimes make message slightly confusing.

11 to 20: The student shows poor writing skills; only partially respects the
topic or the text type; presents some ideas about the topic but the text is
slightly confused; uses few cohesive devices but the text is not well
organised; choice of words is poor; makes some mistakes (structure or
spelling) which sometimes impede understanding.

0 to 10: The student shows very poor writing skills; doesn’t fully respect the
topic or the text type; ideas are scarce and mostly decontextualised; uses
few cohesive devices and the text is disorganised; choice of words is very
poor; makes many mistakes (structure or spelling) which sometimes make
message incomprehensible or illegible.
Note: the student will get 0 marks if the topic or text type is not respected,
or if the whole text is incomprehensible or illegible.

© ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 6
A – Listening B – Reading C – Language D – Writing Total
1 2 Total 1 3 4 5 Total 1 2 3 Total 1 Total
No. Name 24 16 40 10 20 15 15 60 20 15 15 50 50 50 200
1
2
3
4
5
6
7
8
9
10
11
12
13

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14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30 © ASA • 2019-2020 • Upgrade 11 • Isabel Filipe │ Maria Adelaide Rabaça │ Paula Simões | 7