“Learn to evaluate and measure the success of advertising campaigns”
For campaigns to really work, it’s essential to make thorough evaluation part of the mix. The IPA Advanced Certificate in Effectiveness (Eff Test) offers a solid grounding in understanding and measuring advertising effectiveness. In just 35 hours of online learning you’ll develop a better awareness and more forensic critical thinking approach to the evaluation of campaigns.
Who is this qualification for?
Designed for mid-level planners, account handlers and brand managers. But anyone involved in strategic development and the evaluation of effective creative work across all disciplines – be it agency or client side – will find this course invaluable.
What are the benefits?
- Discover effective ways to prove the commercial impact of our creativity to your client’s business and improve your relationship with them by speaking their language.
- Learn how to utilise tools to measure multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity.
- Create measurement programmes that enable you to confidently and correctly analyse the impact and effect of any campaign.
- Write a brilliant effectiveness paper with the useful tactics we share with you.
How the learning is delivered and assessed
The IPA Advanced Certificate in Effectiveness (Eff Test) consists of 35 hours of online learning delivered across 13 modules which you can complete at your own pace in your own time.
Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.
This qualification is assessed via a formal 3-hour online exam, – it includes multiple choice, mathematical and short-form essay questions. Candidates should allow 3 months of study prior to sitting an exam.
“Learn to evaluate and measure the success of advertising campaigns”
For campaigns to really work, it’s essential to make thorough evaluation part of the mix. The IPA Advanced Certificate in Effectiveness (Eff Test) offers a solid grounding in understanding and measuring advertising effectiveness. In just 35 hours of online learning you’ll develop a better awareness and more forensic critical thinking approach to the evaluation of campaigns.
Who is this qualification for?
Designed for mid-level planners, account handlers and brand managers. But anyone involved in strategic development and the evaluation of effective creative work across all disciplines – be it agency or client side – will find this course invaluable.
What are the benefits?
- Discover effective ways to prove the commercial impact of our creativity to your client’s business and improve your relationship with them by speaking their language.
- Learn how to utilise tools to measure multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity.
- Create measurement programmes that enable you to confidently and correctly analyse the impact and effect of any campaign.
- Write a brilliant effectiveness paper with the useful tactics we share with you.
How the learning is delivered and assessed
The IPA Advanced Certificate in Effectiveness (Eff Test) consists of 35 hours of online learning delivered across 13 modules which you can complete at your own pace in your own time.
Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.
This qualification is assessed via a formal 3-hour online exam, – it includes multiple choice, mathematical and short-form essay questions. Candidates should allow 3 months of study prior to sitting an exam.
1. Introduction to Effectiveness Testing
This module introduces effectiveness testing and why it is important. It also includes empirical evidence of some of the key drivers of effective communications.
2. Planning for Effectiveness
This module reviews the key principles of evaluation and setting objectives, highlighting some of the pros and cons of benchmarking and identifying the many levels of measurement that must be considered.
3. Input Measures
This module reviews the many different input measures (and sources) that need to be examined.
4. Output Measures: Awareness and Attitudes
This module focuses on the key measures of awareness, comprehension and brand image, and their pitfalls.
5. Output Measures: Behavioural
Moving from reach, through engagement, we get to outcome. In this module, we’ll look at what behavioural impact a campaign has.
6. Output Measures: Business
This module explores the various business measures most commonly used and their relative strengths and weaknesses.
7. Isolating your Activity: Non-Econometric
This module explores the fundamentals of analysis where the budgets/time for econometrics are not available. The chapter highlights the common misassumptions made in analysis.
8. Isolating your Activity: Econometrics
Since econometrics is the ‘Holy Grail’ of evaluation, a lot of time is dedicated to exploring what makes for good (and poor) econometrics. In this module, we discuss its applicability.
9. Payback and ROMI
This module explores how to calculate both payback and ROMI, and discusses the relative merits and drawbacks of each.
10. Evaluating DM and CRM Activity
This module evaluates certain specific types of media choices and examines evaluation techniques across Direct Marketing and Customer Relationship Marketing activity.
11. Evaluating Digital
This module explores the ways to evaluate campaigns across the broad spectrum of digital. Some of the current debates around digital are also discussed, such as the myth and illusion of digital data.
12. Evaluating Promotional, PR, and Sponsorship Activity
This module looks at the multiple ways promotions are used (from tactical through to strategic) and how best to measure them. The key methodologies used to evaluate PR and sponsorship are also explored (as well as the issues attached to some of these methods).
13. Evaluating Public Sector Campaigns
This final module reviews how best to evaluate the impact of social cause campaigns (often more in terms of longer term behavioural shifts and potential cost savings upon the public purse).
