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Selling benefits
Part 1 Reading
Task 1
Read the article about ‘ad-wrapping’, and sentences 1–10 below.
For each sentence 1–10 mark one letter (A, B or C).
In 1993 Pepsi paid for six of Seattle’s city buses to carry their advertisements. The original plan was for the buses to be painted, but then someone came up with the idea of wrapping them in vinyl instead. Helicopters, planes, speedboats and racing cars were the next vehicles to be ad-wrapped in the quest for adverts to be carried far, fast and wide. But because these ‘mobile billboards’ were intended to be seen by as many people as possible in one day, companies started to realise that fast vehicles in the air and on the water were not the best ones for the job. A much better idea would be to wrap the vehicles which drove the busiest routes on a daily basis. And so the process of wrapping personal cars in vinyl ads began. Researchers have calculated that one ad-wrapped car or truck is seen by around 70,000 pedestrians and motorists every day, making it an incredibly efficient and effective form of advertising.
Many drivers wishing to supplement their income are happily agreeing to have their cars wrapped. Some companies provide a free wrapped vehicle for the driver, others pay the driver to have their own personal car wrapped in ads. As long as the car is big enough and new enough it qualifies to be wrapped. Some people also get paid more to distribute free samples and leaflets or to drive to promotional events or the opening of a new store.
Considerable restrictions are imposed on a driver who chooses to have their car
ad-wrapped. While some companies check the driver’s normal routes to see that their ads will reach the right kind of audience, others request the car owner to drive specific routes. Jess Finlay drove an ad-wrapped car for two years. She says, ‘It’s a good way to make some extra money, but you have to be quite careful what you do. You have to park the car outside wherever possible. When you are behind the wheel you mustn’t drink alcohol or exceed the speed limit, of course, but also you mustn’t drop litter, mustn’t smoke at all and mustn’t swear. Most importantly of all – you mustn’t be seen using a rival company’s products! In the end I decided to stop when I was told by the company that I should stay in the slow lane during the rush hour whenever possible, as they wanted the ads to be seen by more people. I know I was being paid quite good money, but I felt my freedom was limited too much.’
1 The first vehicles to be ad-wrapped were
A buses.
B helicopters.
C racing cars.
2 Speedboats are not the best vehicles for ad-wrapping because
A they are too small.
B the vinyl might come off in the water.
C not many people see them.
3 The best vehicle for ad-wrapping is one which travels
A far, fast and wide.
B on busy roads every day.
C in the air and on the water.
4 Around 70,000
A people drive ad-wrapped cars or trucks.
B people see one ad-wrapped car or truck in a day.
C pedestrians see one ad-wrapped car or truck every day.
5 Paragraph 2 suggests that driving an ad-wrapped car
A doesn’t pay very well.
B is a way to make some extra money.
C can make you very rich.
6 In order to drive an ad-wrapped car
A you need to have your own car.
B you have to accept certain restrictions when you drive.
C you must be prepared to give out free samples and leaflets.
7 Companies need to know where their ad-wrapped cars are driven
A because they want the right people to see the adverts.
B so they can research their target audience.
C because they want advertise to normal people.
8 To make sure the ad-wrapped cars are driven in the right places
A all companies ask their drivers to drive on specific routes.
B most companies ask their drivers to drive on specific routes.
C some companies ask their drivers to drive on specific routes.
9 Which person would be most suitable to drive an ad-wrapped car?
A A driver who respects the speed limits and smokes a little.
B A safe driver who never drops litter.
C A good driver who always parks in a garage.
10 Jess Finlay gave up driving an ad-wrapped car because
A she felt the money wasn’t good enough.
B the company didn’t want her to drive in the slow lane.
C she felt she couldn’t drive the way she wanted to.
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