Continuing education quiz.

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The continuing education quizzes in ABA Bank Marketing magazine provide up to 10.0 continuing education credits per year to Certified Financial Marketing Professionals (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. CFMPs 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.

Keep up the PR!

by Merrie Spaeth

1. The best way to reassure customers about your bank's fiscal safety and stability is:

   [] By keeping silent.

   [] Through a standalone advertising campaign.

   [] Through a communications campaign utilizing employees,

   [] By sending personalized direct mail from the president to each customer.

2. An effective communications programs utilizes:

   [] Real people.

   [] Celebrity spokespersons.

   [] Attention-gathering techniques.

   [] Scripted person-to-person conversations.

3. The best reason for using bank employees for a communications effort is that they:

   [] Are less expensive.

   [] Have faster turnaround for updated messages.

   [] Will give the bank's message the most positive spin.

   [] Are the ones that typically field customer questions.

   Campaigns that Soothe

   by Virginia Graves

4. Preparing frontline employees to respond to customer questions about bank ratings should include the following EXCEPT for:

   [] Providing simple and sound responses.

   [] Using a written script,

   [] Offering technical data and analysis

   [] Touting the ratings when they are higher than your competition.

5. Customer trust in the bank is stronger when the customer:

   [] Has a meaningful relationship with the bank.

   [] Has used the bank for many years,

   [] Is a business and not just a retail customer.

   [] Has large deposits.

   Radical Realignment

   by Jeff Stephens and Joe Sullivan

6. When it comes to growth, branding and marketing:

   [] Marketing is...