Certified Meeting Professional (CMP) Practice Exam

Which of the following statements is true regarding the audience demographics in a sponsor prospectus?

1. They are optional and can be omitted.

2. They should provide insight into the potential reach of the event.

3. They are uniformly the same for all types of events.

4. They must remain confidential.

The correct answer is: They should provide insight into the potential reach of the event.

The correct statement is that audience demographics should provide insight into the potential reach of the event. This information is crucial for sponsors as it helps them understand who they would be engaging with if they choose to sponsor the event. By knowing the demographics—such as age, gender, income level, interests, and professional background—sponsors can assess how well the event aligns with their target market or customer base. This understanding ultimately aids in making informed decisions about their sponsorship investment. Other options do not accurately reflect best practices. While audience demographics are not strictly mandatory in every prospectus, omitting them can weaken a proposal and provide less value to potential sponsors. Demographics can greatly vary from one event to another, reflecting the unique audience each event attracts, and confidentiality typically pertains to personal data; however, general demographic information is often communicated to potential sponsors to aid their decision-making.