12 M
1. Read the following passage carefully:
(1) Marketing is all about creativity and expression, so it must be an art, right? Not necessarily.
While marketers once relied purely on instinct, they now rely on data-driven insights. On top of
that, cutting-edge technologies and analytics have shifted the focus of marketing farther toward
the science side of the spectrum. Armed with so much data, marketers can now track the impact
of money spent on their bottom line.
(2) In today's world, the best approach to marketing combines both disciplines. And there's a
distinct balance to the craft a strategic mix of interpersonal empathy and tactical analysis.
Neither side of the mix can be isolated or ignored, or the results will not be encouraging.
Psychologists believe the brain is separated into two distinct functions: the left-brain and the
right-brain. The right side of the brain is responsible for creative thinking and artistic intuition.
(3) As an art, marketing is all about understanding the nuances of human behaviour and
determining how to make an emotional connection with the customer. More importantly, some
level of art is needed to create brand standards for your company, including the logo,
messaging, and overall visual identity for a brand.
(4) Right-brained marketers focus on the creative the copy, graphics and emotions tied to the
message. The science side of marketing tells us to let the data guide what strategies will be
most effective. Marketers are now reporting the need for digital-first expertise including digital
proficiency, data analysis, and data science. With science, marketers adopt an outcome-centric
mindset that helps them curate smarter campaigns. Over the past few years, there has been an
evolving prioritization on data-savvy talent. In 2020 and beyond, brands will need to focus on
recruiting talent that can understand the complexities of Al and machine technologies.
(5) But when we reflect on earlier times, marketing was defined as the predominance of
traditional advertising, like television, newspaper, and direct mail. Today, it ropes in digital
channels, social media, mobile devices, and integrated, complex campaigns. And just as
consumers today are more tech-savvy, employees should be able to match and exceed their
expertise. It's important that brands continue to prioritize creative, engaging campaign
messages while also focusing on key insights and performance metrics for optimal results.
Answer the following questions, based on the passage above:
(1) According to paragraph 1, how does the author describe the evolution of marketing? 2
(ii) Choose ONE of the following statements that aptly reflects the point of view of the writer.
(a) In the field of marketing, there is a conflict between Art and Science.
(b) Art and Science should work in tandem to do effective marketing.
(iii) Provide ONE textual evidence with reference to paragraph 3 to support that marketing is an
art.
(iv) Based on the passage, assess the way data and digital platforms have transformed the field
of marketing and employment. 2
(v) cutting-edge technologies and analytics have shifted the focus of marketing. (Para 1)
By 'cutting-edge technologies', the writer refers to
(vi) Complete the analogy with ONE word from paragraph 2:
included: incorporated: : secluded:
(A) approach
(B) empathy
(C) isolated
(D) intuition
(vii) 'Marketing is all about understanding the nuances of human
behaviour. (Para 3)
The writer uses the word 'nuances' to denote
(A) man's appreciation for art.
(B) man's preference for branded clothes.
(C) the complexities of human character.
(D) human inclination for analytical approach.
(viii) Complete the following based on your understanding of the above passage:
According to the writer, modern marketing is built on both and
(ix) exceed their expertise. (Para 5)
With reference to paragraph 5, what skills do you think the employees should possess to match
the demand of the consumers?
(x) What fascinating fact about the human brain is revealed by the writer in the above passage.
