Marketing and Public Relations Flashcards
6 cards from real CPRP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Marketing and Public Relations flashcards as text
What is the purpose of a SWOT analysis in recreation marketing planning?
Answer: To assess internal strengths and weaknesses, and external opportunities and threats
A SWOT analysis evaluates an organization's internal Strengths and Weaknesses alongside external Opportunities and Threats in the environment.
Which pricing strategy sets fees below cost to attract participants to underutilized programs?
Answer: Penetration pricing
Penetration pricing sets fees at below-market or below-cost levels to attract participants and build program attendance.
What does the term "earned media" refer to in public relations?
Answer: Publicity and coverage generated through news stories and word-of-mouth
Earned media is publicity that an organization receives through editorial coverage, news stories, reviews, and word-of-mouth rather than paid advertising.
Which marketing metric measures the percentage of people who register after seeing a program advertisement?
Answer: Conversion rate
Conversion rate measures the percentage of people who take the desired action (registration, purchase) after being exposed to a marketing message.
What is the purpose of a crisis communication plan for a parks and recreation agency?
Answer: To provide a pre-approved protocol for responding to emergencies and negative events
A crisis communication plan establishes protocols, spokespersons, and message frameworks for responding quickly and effectively to emergencies, accidents, or negative events.
Which approach to community engagement involves actively seeking input from residents in program planning?
Answer: Participatory planning
Participatory planning actively involves community members in identifying needs, setting priorities, and designing programs and facilities.