If you need to practice your CAE Reading skills, then you’ve come to the right place! English42 specialises in online practice tests for CAE. Here, you will find a CAE Reading Part 6 practice test. It will focus on the subject of online advertising, which is a subject that might come up in the CAE exam.

(Want a PDFversion? Click here to safely download a print-friendly file of this test, with answers.)

You’ll see some new, difficult words which you’ll need to understand. You’ll see these words in blue; just click on them as you read if you’d like to understand.
Some of these words are related to online advertising; they’re Business English words. Others are more general, but advanced, words and phrases.

When you’re finished, why not try your Reading skills in another CAE Reading Part 6 practice test?

CAE Reading Part 6 practice test: Online Advertising

You are going to read four advertising professionals discussing the rise of online advertising. For questions 1.4., choose from the advertisers AD. The advertisers may be chosen more than once.]

Banner using smartphone CAE BUS Online Advertising

Advertiser A

In no other field than business does is change such a defining characteristic. It is the company that innovates which makes the greatest strides over its competitors. and online advertising has allowed the most forward-thinking competitors to take the greatest steps. Companies no longer need rely on crude communication devices like slogans or use sales as measures of success. Engagement can now be tracked on a miniscule level, and the data used to reconfigure any given ad for maximum effectiveness. It is a boon to all companies, from local traders to global corporations, and has allowed customers to engage with these companies – and buy their products – at the click of a button. Just as early television advertisers could not and would not have seen a future like this, it is impossible for us to imagine a future where advertising is not more beneficial to the consumers.

Advertiser B

When immersed in a business-centered point of view, the benefits and innovations of e-commerce seem undeniable but, from a consumer’s point of view, online advertising is a pernicious thing. The popularity of online advertising may well have risen among businesses worldwide, but so too has that of ad-blocking among customers. And who could blame them? Companies now have access to an array of data on consumers worldwide, and more often than not they use it unscrupulously. It could be argued that, by volunteering for such platforms as social media and Google, customers can have no complaint about being bombarded with special offers and calls to action – especially ones which are so specific to their interests. Indeed, users must be dilligent in their online behaviour. Nevertheless, we should not lose sight of the fact that responsibility in this regard ultimately lies with corporate entities. It is this responsibility which, to my mind, has been vastly underrated.

Advertiser C

The internet has made it possible for small brands as well as big to advertise to customers who need their products, whether they be in the same conurbation or on the other side of the world. Enhanced data, freely given by potential customers via social media and online habits, allows SMEs to do away with small ads in local media and instead join the global companies – including their competitors – on an equal footing, targeting their campaigns and tailoring products and services which would be of real benefit to erstwhile customers. In a situation such as this, what consumer would not volunteer some personal information in return for the opportunity to buy a much-needed product or avail of a lucrative service?

Advertiser D

The rise of e-commerce has not simplified the field of advertising, nor has it dramatically changed it. If anything, with over 2500 companies involved in the supply of online advertising, this field is by no means straightforward, and there is no guarantee that a business’s ad will be seen or that the data which is fed back from its campaign will be of very much use. Just as print, TV or ambient commercials have been ignored hitherto, so too can a digital ad be ignored, depending on various factors such as its position on a page, or software which prevents ads from even appearing, Arguably, the only change which has been effected is that customers now need to work a little harder to avoid irritating commercials. The onus is on them to install this software – especially on mobiles, where it can be particularly effective – and to generally take care to monitor the information which they share on platforms such as social media and online-shopping sites.

Banner Google desktop CAE BUS Online Advertising

Disclaimer
[None of the views which appear here represent the views of the owners of English42. Ideas and inspiration for this article appear only as part of a CAE Reading Part 6 practice test. They are taken from the Economist magazine’s article Invisible Ads, Phantom Readers.]

You are going to read four advertising professionals discussing the rise of online advertising. For questions 1.4., choose from the advertisers AD. The advertisers may be chosen more than once.]