Continuing education quiz.

• Position: CFMP

The CE quiz in ABA Bank Marketing magazine provides up to 10 continuing education credits per year to Certified Financial Marketing Professional(CFMPs).Eachquizconsistsof10questionstakendirectlyfrornthearticlesineach issue and have been preapproved by the ICB for 1.0 credit per quiz. You must correctly answer seven out of the 10 questions to receive the credit.

Marketing Professional 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.

Add Customers, Grow Profits

By Achim Griesel

1. The most important product in acquiring new customers is the:

   1. Credit card.

   2. Savings account.

   3. Checking account.

   4. Certificate of deposit.

2. Under the fully allocated cost model, a significant portion of checking account customers are classified as:

   1. Profitable.

   2. Unprofitable.

   3. Profit neutral.

   4. Slightly profitable.

3. Under the contribution cost model, account profitability is determined by looking at:

   1. Marginal costs.

   2. Branch overhead.

   3. Acquisition cost.

   4. Interest-rate spread.

   Good PR Doesn't Have to Cost a Bundle

   By Jesse Lendis

6. When sponsoring or hosting events, it's critical that you include in the programming a:

   1. Third-party expert.

   2. Visual opportunity for TV coverage.

   3. Well-known local elected official.

   4. Bank customer.

7. The content of a newspaper guest column should contain all of the following elements EXCEPT for:

   1. High-quality information.

   2. A positioning of the author as an expert.

   3. Practical, useful information.

   4. Strong bank self-promotion.

   Sending a Consistent PR Message

   By Amanda Karfakis

4. The goals for a public relations campaign should be:

   1. Identical to those of marketing.

   2. Identical to those of advertising.

   3. Separate from those of marketing.

   4. Based on a separate core marketing message.

5. Aspects of building a positive reputation with the media include all of the following EXCEPT for:

   1. Offering relevant content.

   2. Declining to reveal negative news.

   3. Meeting deadlines.

   4. Staying in touch with media contacts.

   Marketers and Salespeople: Like Cats and Dogs?

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