Band 5.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 5.5 · Cambridge IELTS 16 · 2026-10-10

IELTS Writing Task 2 question

In their advertising, businesses nowadays usually emphasise that their products are new in some way. Why is this? Do you think it is a positive or negative development?

Give reasons for your answer and include any relevant examples from your own knowledge or experience.

Student answer (Band 5.5)

These days, brands emphasise on how their product is different from others in their promotional campaign. This is because brands want to pursuade people that their product is unique. I believe this is a positive development as this marketing strategy increases sales when it is well-advertised.

One of the reasons why businesses introduce product with unique characterisitics is because of the growing competition among brands. In a contemporary age, there are many businesses who offer the same goods, but someone who comes up with the unique idea wins the race. For example, Apple launched Iphone 18 recently which has introduced good camera quality, long-lasting battery and Burgundy color. These characteristics distinguish them from other brands. To enter a competition, Samsung started advertising their mobile phones on airports, billboards, stating that they had already introduced these things in their mobiles long ago. However, I believe that Iphone users are more than samsung phone users this is because it has set a benchmark of being different.

Advertising promotes sales which help brands generate revenue in billions. Although promotion of a product can require a lot of capital budget, its increasing popularity may overweigh the initial costs. The conventional way of marketing the product using flyers, brochures and newspapers has been replaced by social media marketing. Social media influencers and celebrities receive PR from brands, which are then promoted by them. As a result this pursuades public to buy the product. For instance, Cristiano Ronaldo has signed a contract with Nike. By wearing them in every football match, he promotes the brand. An efficient marketing of the product not only labels Nike as a unique shoe brand but also it boosts their annual sales.

In conclusion, the increasing competition among brands encourages them to create something different that attracts people which ultimately increases annual sales of the brand.

AI examiner evaluation

Task Achievement / Task Response: Band 6.0

Your response addresses both parts of the question: you explain that businesses highlight novelty to stand out in competition, and you clearly regard this as positive because it can increase sales. The examples involving Apple, Samsung and Nike make the discussion relevant. However, the explanation of why novelty is emphasised is developed more fully than the evaluation of whether this is positive. The claim that Apple has more users because it is different is asserted rather than supported, and the sales argument focuses mainly on benefits to businesses. To strengthen the response, explain more fully how consumers benefit, or acknowledge a possible drawback such as misleading claims, then weigh that against your position. This would make the reasoning more balanced and fully developed.

Coherence and Cohesion: Band 5.5

The essay has a recognisable structure, with an introduction, two supporting paragraphs and a conclusion, and the main ideas generally progress from competition to marketing and sales. Examples are placed alongside the points they illustrate. However, links between some claims are abrupt: the discussion moves from Apple’s features to Samsung’s advertising and then to the number of users without clearly explaining the connection. The second body paragraph also combines marketing costs, social media promotion and Nike’s sales, so its central line of reasoning becomes less focused. Some linking phrases, such as “As a result” and “For instance,” help, but cohesion is occasionally mechanical or unclear. Use clearer topic sentences and explain how each example supports the paragraph’s main claim.

Lexical Resource: Band 5.5

You use a range of topic-related vocabulary, including “growing competition,” “distinguish,” “conventional way of marketing,” “social media influencers” and “annual sales.” These choices allow you to discuss advertising and business clearly, and you attempt some less common expressions. However, several spelling and word-choice errors reduce precision, including “pursuade,” “characterisitics” and “overweigh.” Some combinations are also unnatural, such as “capital budget,” “receive PR from brands” and “labels Nike as a unique shoe brand.” Repetition of “product,” “brand” and “unique” limits flexibility. Aim for accurate collocations and vary key terms—for example, use “marketing expenditure,” “endorsement” and “distinctive features.” Proofreading spelling would also make your vocabulary more reliable.

Grammatical Range and Accuracy: Band 5.5

You use both simple and complex sentence forms, including clauses introduced by “because,” “although” and “which,” and most of your meaning remains understandable. Some sentence structures are controlled, such as “Although promotion of a product can require…” However, errors in agreement, articles, tense and punctuation occur in several places. For example, “businesses introduce product” needs a plural or an article, while “Iphone users are more than samsung phone users this is because…” joins two independent clauses without suitable punctuation or a conjunction. “An efficient marketing … not only labels … but also it boosts” has an unbalanced construction. Review sentence boundaries, subject–verb agreement and parallel structures, and check article use. Greater accuracy across these varied structures would make the argument easier to follow.

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