Read the passage and mark the letter A, B, C or D on your answer sheet to indicate the best answer to each of the following questions from 1...

Read the passage and mark the letter A, B, C or D on your answer sheet to indicate the best answer to each of the following questions from 12 to 19.

        Influencer marketing leverages creators whose audiences trust their recommendations to publicize a brand’s offer. Rather than renting attention through ads, brands borrow credibility, reaching people predisposed to care. The practice typically remunerates creators to deliver content from a negotiated brief and timeline; outcomes are then tracked. Because the creator’s authority is pre-existing, such campaigns can rival paid media for efficiency, especially when audience–product fit is tight. In short, influence works by converting trust into action across preferred platforms.

        Defining an influencer hinges on demonstrable pull: the capacity to nudge followers to click, read, subscribe, or purchase. Creators range from nano and micro to macro and mega tiers. Budget matters, but suitability matters more: audience relevance and engagement rates are pivotal. Micro creators often sustain 3–7% engagement, whereas mega figures hover nearer 1%. As follower counts swell, passive onlookers accumulate, diluting interaction. Consequently, many brands court smaller, highly-engaged niches where persuasion feels conversational rather than broadcast.

        Brands pursue influencers because results are both potent and legible. Marketers widely judge the channel effective, not least since audiences treat creator guidance as credible and specific. Partnerships also filter for better customers by targeting communities already intrigued by a category. Crucially, sponsored posts yield measurable signals – conversions, click-throughs, views, and reach – so performance can be attributed to particular creators and platforms. When numbers clarify what works, budgets migrate accordingly; they also encourage repeat collaborations that scale what already resonates.

        A typical program proceeds methodically: find aligned creators; agree a brief; manage production; approve assets; publish; measure ROI. Contracts codify deliverables, deadlines, tracking links, and ownership, while disclosures keep campaigns lawful. Brands should plan in detail yet leave room for the creator’s distinctive voice. Integration with wider efforts – ads, SEO, email – amplifies impact, and network choice follows the target audience, whether Instagram, YouTube, LinkedIn, or emerging streams. Above all, transparent labeling ensures content is compliant with advertising rules.

(Adapted from ManyChat Blog: “What Is Influencer Marketing?”)

Question 12. Which of the following is NOT mentioned in paragraph 2 as a factor when selecting influencers?
A. audience relevance                                B. engagement rates

C. production equipment quality                        D. budget considerations