CPP CPP Marketing & Promotion of Programs 3

Question 1

Which metric is used to calculate the return on investment (ROI) of a marketing campaign for a recreation program?

Accepted Answer

Net revenue generated minus marketing costs, divided by marketing costs

Answer

Total number of promotional pieces distributed

Answer

Number of social media followers gained

Answer

Average session attendance divided by total registrants

Question 2

A program planner uses email newsletters to keep past participants informed about upcoming programs. This is an example of which marketing strategy?

Accepted Answer

Retention or lifecycle marketing

Answer

Cold outreach marketing

Answer

Influencer marketing

Answer

Guerrilla marketing

Question 3

When creating accessible promotional materials under ADA guidelines, which of the following is required for digital images used in program flyers?

Accepted Answer

Alt text descriptions for screen reader compatibility

Answer

High-resolution color photography only

Answer

Animated GIF format for engagement

Answer

QR codes linked to registration pages

Question 4

Which concept describes the total revenue a participant generates for an organization over the entire duration of their relationship with the agency?

Accepted Answer

Customer lifetime value (CLV)

Answer

Cost per acquisition

Answer

Break-even point

Answer

Net promoter score

Question 5

A program planner conducts a focus group with community members before launching a new program. This activity is best classified as:

Accepted Answer

Primary market research

Answer

Summative evaluation

Answer

Promotional outreach

Answer

Secondary data analysis

Question 6

Which promotional timing strategy involves increasing marketing efforts immediately before a program's registration deadline to capitalize on urgency?

Accepted Answer

Last-minute surge strategy

Answer

Pulsing strategy

Answer

Flighting strategy

Answer

Continuous strategy

Question 7

Which element of a promotional message is MOST important for motivating a target audience to take immediate action, such as registering for a program?

Accepted Answer

A compelling call to action (CTA)

Answer

A detailed history of the organization

Answer

A comprehensive list of all staff credentials

Answer

A comparison of all competing programs