ABA Financial Marketing Professional (CFMP) Certification Sample Questions

02. A marketing campaign costs $25,000 and generates $125,000 in Gross Revenue. What is the ROI of this campaign?
a) 500%
b) 400%
c) 100%
d) 25%

03. Which financial statement provides a "Snapshot" of the bank's financial condition, including its total loans and total deposits, at a single point in time?
a) The Income Statement.
b) The Cash Flow Statement.
c) The Balance Sheet.
d) The Statement of Retained Earnings.

04. A bank is opening a new supermarket branch office and needs to provide deposit and loan projections for the office. Which type of information is MOST useful in determining the bank's projections?
a) Demographic information on that supermarket's customers
b) Census information within a 5-mile radius of the store
c) Traditional branch results in the area
d) Deposit and loan results from other supermarket offices in the area

05. Which digital metric measures the percentage of people who saw an ad and actually clicked on it?
a) CPM (Cost Per Mille).
b) CTR (Click-Through Rate).
c) CPC (Cost Per Click).
d) Conversion Rate.

06. In Google Analytics, which metric would most likely indicate that a landing page for a new credit card has "thin" or "unengaging" content?
a) High Impression Count.
b) Low Bounce Rate.
c) High Bounce Rate.
d) Low CPC (Cost Per Click).

07. Why should a bank’s Internal Communication Plan include the "Organizational Chart"?
a) To help employees identify the correct "Points of Contact" for reporting brand or service issues.
b) To allow every employee to see the exact monthly salary of the bank's CEO and executive team.
c) To provide a list of which employees are allowed to use the bank’s premium parking spaces.
d) To show the public that the bank has more managers than the competitors located across the street.

08. A bank is embarking on a new strategy involving segmenting its customer base, developing sales strategies, and using an MCIF to uncover additional product and service needs.
This strategy also involves changing the culture within the bank to make it more sales oriented and focused on matching customer needs with solutions, and will require training the sales and service staff to understand the segments and the accompanying strategies and sales goals for each of these segments.
This strategy is referred to as:
a) Segmentation.
b) Target marketing.
c) Cross-selling.
d) Customer relationship management.

09. The Asset/Liability Committee (ALCO) informs the marketing department that the Loan-to-Deposit (LTD) Ratio is currently 95%. What marketing strategy is most likely to be requested by management?
a) A high-intensity campaign to grow the mortgage and commercial loan portfolios.
b) A temporary suspension of all marketing to reduce non-interest expenses.
c) A promotion focused on attracting new core deposit accounts (checking/savings).
d) A rebranding initiative to change the bank's public image.

10. According to the FDIC, an advertisement is:
a) A commercial message, in any medium, that is designed to attract public attention or patronage to a product or business.
b) A means of communication with the users of a product or service.
c) The action of calling something to the attention of the public, especially by paid announcements.
d) Published or broadcast messaging.