Marketing and Promotion Flashcards

What does A/B testing in event email marketing involve?

Answer: Sending two versions of an email with one variable changed to see which performs better

A/B testing isolates one variable (like subject line or CTA) to determine which version drives better open or click rates.

Which social media platform is generally most effective for promoting B2B professional conferences in the US?

Answer: LinkedIn

LinkedIn's professional user base and industry-targeting tools make it the top channel for B2B conference promotion.

An event marketer uses a 'content calendar.' What is its primary function?

Answer: Scheduling and organizing promotional content across channels over time

A content calendar ensures consistent, timely messaging by mapping out what content is published, when, and on which channels.

What is the primary advantage of using an event hashtag?

Answer: It aggregates all social media conversations about the event in one searchable feed

A dedicated hashtag consolidates user-generated content and discussions, building community and increasing organic visibility.

A planner wants to quantify the return on marketing investment (ROMI). Which formula is correct?

Answer: (Revenue from marketing – Marketing cost) / Marketing cost × 100

ROMI measures the revenue generated relative to marketing expenditure, expressed as a percentage.

Which type of partnership most directly expands an event's reach to a new audience?

Answer: Media partnership with a relevant industry publication

Media partnerships grant access to an established readership or viewership that aligns with the event's target audience.

An event website's bounce rate is very high. What does this most likely indicate?

Answer: Visitors are leaving quickly without engaging with the content

A high bounce rate means visitors land on the page and leave without clicking further, suggesting the content or design is not compelling.