CCEP Marketing and Promotion 3

Question 1

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

Accepted Answer

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

Answer

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

Question 2

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

Accepted Answer

Answer

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

Question 3

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

Accepted Answer

Scheduling and organizing promotional content across channels over time

Answer

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

Question 4

What is the primary advantage of using an event hashtag?

Accepted Answer

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

Answer

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

Question 5

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

Accepted Answer

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

Answer

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

(CCEP) Certified Conference and Events Professional Practice Test