CPP CPP Marketing & Promotion of Programs 2 — Questions and Answers
Question 1: Which approach best describes relationship marketing in the context of recreation programming?
- Emphasizing one-time transactions to maximize short-term revenue
- Building long-term connections with participants to encourage loyalty and repeat enrollment (Correct answer)
- Using mass media to reach the broadest possible audience
- Focusing exclusively on social media advertising
Correct answer: Building long-term connections with participants to encourage loyalty and repeat enrollment
Relationship marketing prioritizes long-term engagement and participant loyalty over single transactions, increasing retention and word-of-mouth referrals.
Question 2: What does 'positioning' mean in recreation program marketing?
- The physical location of program facilities
- The scheduling of programs within the calendar
- How a program is perceived relative to competing alternatives in the minds of participants (Correct answer)
- The financial position of the department budget
Correct answer: How a program is perceived relative to competing alternatives in the minds of participants
Positioning defines how a program is uniquely differentiated in the market and how it occupies a distinct place in the target audience's perception compared to alternatives.
Question 3: A SWOT analysis used in marketing planning stands for Strengths, Weaknesses, Opportunities, and:
- Targets
- Threats (Correct answer)
- Timelines
- Tactics
Correct answer: Threats
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats—a framework used to assess internal capabilities and external market conditions.
Question 4: Which type of marketing communication relies on satisfied participants sharing their positive experiences with friends and family?
- Paid media advertising
- Word-of-mouth marketing (Correct answer)
- Programmatic advertising
- Direct mail campaigns
Correct answer: Word-of-mouth marketing
Word-of-mouth marketing leverages participant satisfaction and social networks to organically spread awareness, which is often the most trusted form of promotion.
Question 5: In developing a marketing plan for a new youth soccer league, which element should be established FIRST?
- Selecting advertising channels
- Designing promotional materials
- Defining target audience and marketing objectives (Correct answer)
- Setting the program registration fee
Correct answer: Defining target audience and marketing objectives
Defining the target audience and clear marketing objectives must come first so that all subsequent decisions—channels, messages, and materials—are aligned with desired outcomes.
Question 6: Which communication principle suggests that a marketing message must be seen or heard multiple times before a potential participant acts on it?
- The rule of three
- Effective frequency (Correct answer)
- Market saturation
- Reach maximization
Correct answer: Effective frequency
Effective frequency refers to the number of times a target audience must be exposed to a message before it results in action; research suggests multiple exposures are needed.
Question 7: An equity-focused marketing strategy for a recreation program would MOST likely include which of the following?
- Concentrating promotion in the highest-income neighborhoods
- Translating materials and using inclusive imagery to reach underserved populations (Correct answer)
- Reducing program fees only for staff members
- Advertising exclusively through premium digital channels
Correct answer: Translating materials and using inclusive imagery to reach underserved populations
Equity-focused marketing ensures that promotional materials are accessible, inclusive, and distributed in ways that reach underserved or marginalized communities.
CPP CPP Marketing & Promotion of Programs 2
Which approach best describes relationship marketing in the context of recreation programming?