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

ROI = (Net Revenue − Marketing Cost) ÷ Marketing Cost, expressed as a percentage, measuring how much value the campaign generated relative to its cost.

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

Retention or lifecycle marketing focuses on re-engaging existing participants through ongoing communication to encourage repeat enrollment and loyalty.

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

ADA accessibility standards require alt text on digital images so that screen readers can describe visuals to participants with visual impairments.

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

Customer Lifetime Value (CLV) estimates the total revenue an agency can expect from a single participant over the course of their engagement, informing how much to invest in retention.

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

Primary market research involves collecting original data directly from target participants—such as through focus groups—to inform program planning and marketing decisions.

CPP - Certified Program Planner Practice Test

CPP - Certified Program Planner Practice Test

CPP CPP Marketing & Promotion of Programs 3