Reading and Writing 4

Q: Skills for Success

Unit 2 Student Book Answer Key Third Edition

The Q Classroom 8. F spends less money than millennials (paragraph 5)

Activity A, p. 33 9. T (paragraph 7)
Answers may vary. Possible answers: 0. T (paragraph 10)
1
1. I usually get information on the Internet. I also ask my
Activity E, p. 39
friends for their opinions.
1. b
2. He is not paying attention to the ads. (Answers to the
2. d
second question will vary.)
3. a
Activity B, p. 33 4. c
1. Sophy—She wants things to be good looking as well as 5. e
functional.
Activity F, p. 39
2. Marcus—Words or design on the packaging advertising the
Answers will vary. Possible answers:
product inside is important. Felix—He thinks presentation
is important (the way things look), for example, fruit and Generation Z Millennials
vegetables. By piling them up in nice arrangements and
Born between 1996 and 2011 Most studied generation
spraying them with water, they look delicious.
Total 60 million in U.S. Internet pioneers
READING 1
PREVIEW THE READING Don’t remember a time Invented Facebook, shopped
Activity A, p. 34 without technology from their smartphones
1. Generation Z is the youngest generation. Anti-millennials Are less trusting of brands Smoothly transitioned from
means that they are different from millennials. satellite TV to Hulu and
2. Growing up during the Great Recession means Gen Z has Grew up in an era when
Netflix
less money to spend or is more concerned about the future. information always available

WORK WITH THE READING Are less brand conscious

Activity B, p. 37 Value authenticity and
1. a transparency
2. b
3. b Trust influencers they follow
4. b on social media
5. a
6. a WRITE WHAT YOU THINK
7. b Activity A, p. 39
8. a 1. Answers will vary.
9. a 2. Answers will vary. Possible answer: Honesty and a good
10. a reputation make a company trustworthy. I get information
11. a online and from peers and influencers.
12. b 3. Answers will vary. Possible answer: Marketers should get my
attention by presenting truthful and accurate information
Activity C, p. 38 about their products. They should provide reviews by people
Answers will vary. Possible answers: I trust. They should respond promptly if I have questions or
1. Generation Z is a different generation from those that came problems with the product.
before, and companies need to market differently to sell to
them. READING SKILL
2. The audience is marketers, companies, and others interested Activity A, p. 40
in understanding Generation Z. Answers will vary but should include:
3. The references provide specific examples of how companies 1. the main idea of the paragraph
are marketing differently to get the attention of Gen Z. 2. details
4. Generation Z has always had access to information, so these 3. one gives reason; one asks a question
young people value getting real and truthful information
Activity B, p 41
and in a clear and understandable way with nothing hidden.
Answers will vary. Possible answers:
5. Gen Z finds influencers on social media, such as Instagram
For decades, brands communicated
and YouTube. They trust them to make conscious decisions
through advertisements. Corporations
about the brands they work with.
with the biggest budgets could make
Activity D, p. 38 the biggest impact through billboard, Consumers can
1. T (paragraph 1) magazine, TV, and radio ads. But with use technology
2. F is different than millennials (paragraph 1) the Internet, people can learn about to find out about
3. F grew up in a context different from that of millennials what brands really stand for, beyond brands and what
(paragraph 1) the photoshopped visions they they stand for
4. F has always had the Internet (paragraph 2) project. Online reviews, for example,
5. T (paragraph 2) have made shoddy products easy to
6. T (paragraph 3) spot. Gen Zers know this better than
7. F is less trusting of brands (paragraph 3) anyone. They immediately learn when
a company has lied to them. Ex. of tech.

ANSWER KEY 1
Reading and Writing 4 Q: Skills for Success
Unit 2 Student Book Answer Key Third Edition

READING 2 Activity B, p. 48
PREVIEW THE READING Answers will vary. Possible answers:
Activity A, p. 42
Answers will vary. Possible answers: Data mining How used in
1. Google, Facebook, Snapchat, YouTube, Twitter, Instagram, advertising
Google Maps, Uber Notes Fastest growing data Data hunter Mike Baker
2. They are websites people use on their cell phones. from the set: created when we saw opportunity to
video call, text, search, travel, bring data revolution to
WORK WITH THE READING and buy world of advertising
Activity B, p. 45
Grows by 2 1/2 billion Possible to beam advert
1. counter
gigabytes a day directly to people
2. metric
3. align Data hunter, Mike Baker Baker wondered: If we
4. tactics Volume and dynamic collect enough data
5. functional nature is changing how about past behavior,
6. Broadly speaking we live our lives could it be predictive
7. impulsive Collect over millions of in way that would be
8. escalate people = guess what useful to business?
9. essentially they may be interested
10. manipulate in next
11. crave Mine data to predict Find hints of what
12. activation what people want people want to buy
to buy even before they realize
Activity C, p. 46
themselves
1. b
2. b But difficult to search Collaborator: a decision-
3. a vast amount of data making model =
4. c to find tiny signals of adaptive built super-fast
5. b consumer interest data decision-making
machine
Activity D, p. 46
No systems Machine scans billions
Answers will vary. Possible answers:
(mathematical of pieces of data for
1. Values may include control over time, not being
constructs) to capture clues to what we
manipulated, and control of choices.
information, make might buy then sends
2. They might not want to be so manipulative. They may not
sense of it, and then patternized ads from
like the pressure or competition in these companies. / They
create actions across clients
may no longer agree with the company’s values or goals.
millions of people
3. Tech workers are trained to keep us on their apps or
simultaneously
websites for as long as possible.
4. People make money by how long they can keep our Wanted to mine data Models learn what and
attention. If we are paying attention to what the tech instantaneously where you might buy
workers want us to pay attention to, we aren’t paying Needed a collaborator: Data analysts predicting
attention to what we want to pay attention to. a decision-making what you want to buy
model that could pick are creating world of
Activity E, p. 47 up on patterns personalized advertising
1. so his phone doesn’t bother him …
2. so he can feel the difference between an automated and a Processing hundreds If you choose not to
human’s text … of thousands of personalize won’t not
3. He made the first screen of his phone almost empty … advertisements per get advertising it will
4. so he has to go to them intentionally … second determine still happen but will be
5. He put a sticky note on his laptop … quickly whether it’s less relevant and more
good for client annoying
Activity F, p. 47
Answers will vary. Activity C, p. 48
Answers will vary. Possible answer: Advantages include getting
CRITICAL THINKING STRATEGY information about products and services you’re interested
Activity G, p. 47 in being delivered directly to you. Disadvantages include
Answers will vary. companies knowing personal information about you and
possibly exploiting that.
WORK WITH THE VIDEO
Activity A, p. 48 WRITE WHAT YOU THINK
Answers will vary. Possible answer: No, because I don’t want p. 49
companies to know my personal habits. / Yes, because since I’m Answers will vary. Possible answers:
going to see advertising anyway, it might as well be targeted to 1. Yes, because it shows that they are honest. / No, because it
my interests. doesn’t guarantee that it’s true or complete.

ANSWER KEY 2
Reading and Writing 4 Q: Skills for Success
Unit 2 Student Book Answer Key Third Edition

2. If it’s a product I’m interested in, I may look at the ad. 6. Answers will vary. Possible answer: Yes. I imagine an SUV like
3. Both will get my attention, and both annoy me. So it’s not an my friend Candace has, but bigger and more comfortable.
effective strategy. The writer gave enough detail so that I could imagine what
it looks like.
VOCABULARY SKILL
Activity A, pp. 49–50 Activity D, p. 56
1. draw Answers will vary.
2. Online
GRAMMAR SKILL
3. In
4. in Activity A, p. 58
5. targets 1. a
6. of 2. The
7. multinational 3. a
8. in 4. a
9. human 5. a
10. on 6. Ø
11. capture 7. the —
12. lifestyle 8. the
9. Ø
Activity B, p. 50 10. the
Answers will vary. 11. a
12. the
WRITING SKILL 13. Ø
Activity A, pp. 52–53 14. the
1. Thesis statement: One of my favorite restaurants is Ben’s 15. the
Diner on Fourth Street because it’s perfect for a casual, 16. Ø
delicious meal. 17. Ø
Concluding sentence: So, whether you’re looking for 18. the or Ø
somewhere new to get some great food or just passing 19. the
through, I suggest you head over to Ben’s. 20. an

2. a. s ight: red neon sign, gleaming tables, sparkling clean

floors, bright green lettuce leaves, deep red tomatoes,
purple olives
b. sound: pleasant noise of conversation, soothing clatter of
dishes, sizzling skillet
c. taste: burger is peppery inside, sharp cheddar cheese,
tangy purple olives
d. smell: rich smell of their homemade chicken soup, spicy
aroma from the chicken fajitas
e. touch: soft red leather booths, smooth marble counter,
soft toasted bun, burger is crunchy on the outside, moist
on the inside

Activity B, p. 53
Answers will vary. Possible answers:
1. The old man lived quietly in a small farmhouse far from the
busy city.
2. The small room was filled with pink roses, yellow and white
daises, and sweet-smelling purple lilacs.
3. The moist chicken and creamy potatoes were delicious.
4. We went on a long hike through the pine forest.
5. His aunt quietly entered the room on her tiptoes.
6. I couldn’t believe that I didn’t get to watch the final World
Cup match on my friend’s new flat-screen TV.

Activity C, pp. 54–55

1. the Adventurer, an SUV
2. the best, most reliable SUV
3. someone who likes to have outdoor adventures
4. It’s powerful, quiet, and environmentally friendly. It has a lot
of room and is comfortable.
5. It restates the main idea and gives a suggestion.

ANSWER KEY 3