CFMP certified financial marketing professional.

• Position: CONTINUING EDUCATION QUIZ

The CE quiz in ABA Bank Marketing magazine provides 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.

E-Statements: Encouraging Conversions

By Brenda Marlin, CFMP

1. First National Bank and Trust Co., Beloit, Wisc., believes that a key element of a successful e-statement conversion promotion campaign is:

   1. Targeted advertising.

   2. Lobby posters.

   3. Employee incentives.

   4. An appealing customer gift.

2. Marquette Savings Bank came up with the candy gift certificate as a promotion by:

   1. Thinking what the customer would want.

   2. Seeing what gifts would be available by partnering with a bank customer.

   3. Locating a computer-related device.

   4. Something that would fit in with that ad agency's "sweet" theme.

3. In addition to an e-statement advertising campaign. Clear Mountain Bank also:

   1. Had tellers chat with customers.

   2. Used telephone solicitations.

   3. Used a "pop-up" promotion when online banking customers logged in.

   4. Conducted a targeted direct-mail campaign.

   Unconventional Marketing that Worked

   By Walt Albro

4. Danversbank found that nontraditional marketing is less expensive and also that it is:

   1. Less effective than traditional marketing.

   2. Equally effective as traditional marketing.

   3. Much more effective than traditional marketing.

   4. Much less effective than traditional marketing.

5. Danversbank's growth strategy with branches was to bring in new customers with rate promotions and retain them through:

   1. On-boarding and other cross-sell strategies.

   2. Giveaways at stadiums and train stations.

   3. Quirky product promotions.

   4. Brand advertising.

6. Danversbank's advertising stood out because it was:

   1. Heavily youth oriented.

   2. Emphasized lifestyle rather than brand.

   3. ...