Continuing education quiz.

• Position: Certified Financial Marketing Professional

The CE quiz in ABA Bank Marketing magazines provide up to 10 continuing education credits per year to Certified Financial Marketing Professional (CFMPs). Each quiz consists of 10 questions taken directly from the articles in each issue and have been pre-approved by the ICB for 1.0 credit per quiz. You must correctly answer seven out of the 10 questions to receive the credit.

To take the quiz, please go to www.icbmembers.org, login, and click on "Continuing Education Quizzes (ABA Magazine)" located on the left-hand side of the page. Once you have completed the quiz, you will receive immediate notification of the results, which can be printed and saved for your records. Quiz credits are automatically uploaded to your record and will show under "My Continuing Education Credits" within 48 hours. If you have any questions, contact ICB's Continuing Education Manager at icb@aba.com.

Checking Rewards: On the Ropes?

By Gary Stein

1. A checking rewards program is more likely to be successful if it is designed to:

   1. Maximize fees, regardless of what transaction channel is used.

   2. Generate customer loyalty in addition to fees.

   3. Encourage both debit and credit card usage.

   4. Encourage signature debit usage only.

2. Well-crafted loyalty programs typically break even within the following number of months:

   1. 6.

   2. 12.

   3. 18.

   4. 24.

3. One of the most important factors in the success of a rewards program is:

   1. Generation of maximum revenue.

   2. Rewards that are not distributed too quickly.

   3. Quality rewards and dependability.

   4. Requirements and offers that are easy-to-understand.

   Click Here for E-Mail Marketing

   By Ray Parenteau

4. As the Middlesex Savings Bank e-mail marketing program progressed, the number of opt-outs dropped dramatically. This was an indication that the program:

   1. Was maintaining a good balance in the areas of relevant content and frequency.

   2. Had fewer people receiving the e-mails.

   3. Needed its e-mails to be sent more frequently.

   4. Was reaching customers who were indifferent to the e-mail content.

5. E-mails that were disseminated had all of the following characteristics EXCEPT for:

   1. Supporting the bank's style and branding.

   2. Personalized with a photo and contact information for the recipient's primary bank contact.

   3. Being distinct from the look of the bank's website.

   4. Consistent message headers and color scheme.

6. Customers who agree to opt-in to an e-mail marketing program differ from those who merely decline to "opt-out" by the...