“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.
IPA Eff Test Certificate Syllabus
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).
For more information, read the , call us at 03-76608535 or email to kandesh@macomm.com.my.
Terms & Conditions
TERMS AND CONDITIONS FOR THE SALE OF IPA PROFESSIONAL DEVELOPMENT COURSES
These are the terms and conditions on which we sell to you an online professional development course and/or qualification (“Course”) developed and owned by the UK-based Institute of Practitioners in Advertising (“IPA”). Please read these terms carefully before you submit your order to us.
1. Information about us and how to contact us
1.1 We are The Association of Accredited Advertising Agents Malaysia, a company incorporated in Malaysia Our company registration number is PPM-001-10-18051971 and our registered office is at Unit 706, Block B, Pusat Dagangan Phileo Damansara 1, No. 9, Jalan 16/11, Off Jalan Damansara, 46350 Petaling Jaya, Selangor Darul Ehsan, Malaysia
1.2 You can contact us by telephoning our customer service team on 03-76608535 or by writing to us at Kandesh@macomm.com.my. If we have to contact you we will do so by telephone or by writing to you at the email address or postal address you provided to us in your order.
1.3 When we use the words “writing” or “written” in these terms, this includes emails.
1.4 We are under a legal duty to provide the Courses in conformity with this contract. Nothing in these terms will affect your legal rights.
2. Ordering a Course
2.1 You may order a Course through our email at Kandesh@macomm.com.my, providing all of the information that we request for the purpose of completing your order and administering the Course. Our acceptance of your order will take place when we email you to accept it, at which point a contract will come into existence between you and us.
2.2 If we are unable to accept your order, we will inform you of this in writing and will not charge you for the Course. This might be because of unexpected limits on our resources which we could not reasonably plan for or because we have identified an error in the price or description of the Course.
3.1 The IPA may make minor changes to a Course to reflect changes in relevant laws and regulatory requirements or to implement technical adjustments and improvements. These changes will not materially affect your use of the Course.
3. Price and payment
3.1 The price of each Course will be as told to you over the telephone, by email or indicated on the order page when you place your order on our website.
3.2 We accept payment cash/cheque/online transfer You must pay for the Course before you will receive registration details to access and participate in the Course.
4. Providing access to a Course
4.1 Once we have received payment for the Course(s), we will send your name and email address to the IPA for the purposes of administering the Course, and the IPA will then email registration details to you. You will need to review and agree to the IPA’s website terms of use and any applicable Course policy prior to accessing and viewing the Course and any study materials on the IPA website.
4.2 If access to the Course is delayed by an event outside our control then we will contact you as soon as possible to let you know and we will take steps to minimise the effect of the delay. Provided we do this, we will not be liable for delays caused by the event, but if there is a risk of substantial delay you may contact us to end the contract and receive a refund for Course(s) you have paid for but not completed.
4.3 We will need certain information from you for the purposes of administering the Course, for example your name and email address. If you do not provide this information or if you give us incomplete or incorrect information, we may end the contract (and clause 6.1 will apply). We will not be responsible for a delay in the provision of the Course if this is caused by you not giving us the information we need within a reasonable time of us asking for it.
5. Your rights to end the contract
5.1 If you change your mind about a Course, and wish to receive a refund, you have to let us know within 14 days after we email you to confirm that we accept your order (“Cancellation Period”). You do not have a right to change your mind in respect of a Course which you have already completed. If you have partially accessed or viewed a course and wish to cancel within the Cancellation Period, you will receive a refund equivalent to 50% of the price that you paid for that Course.
5.2 To end the contract as set out above, please let us know by phone or email, or you can complete the cancellation form on our website (or print it off and post it to us). Alternatively, you may write to us including details of your order and your contact details. We will issue the relevant refund using the same method used for payment within 30 days of you telling us that you wish to end the contract.
5.5 Refunds for cancellation other than as set out above shall be subject to our discretion and may be subject to an administrative fee.
6. Our rights to end the contract
6.1 We may end the contract for a Course at any time upon notice to you if: (a) you do not make any payment to us when it is due; or (b) you do not, within a reasonable time of us asking for it, provide us with information that is necessary for us to provide the Course, in particular, your name and email address.
6.2 We will write to you to let you know (in advance, if possible) if the IPA withdraws or cancels a Course whether before or after commencement of the Course. If so, we will either provide you with a deferral or refund sums you have paid for any uncompleted Course, at your discretion.
7. Our responsibility for loss or damage suffered by you
7.1 If we fail to comply with these terms, we are responsible for loss or damage you suffer that is a foreseeable result of our breaking this contract or our failing to use reasonable care and skill.
7.2 We do not exclude or limit in any way our liability to you where it would be unlawful to do so. This includes liability for death or personal injury caused by our negligence; for fraud or fraudulent misrepresentation; or for breach of your legal rights in relation to the Course.
7.3 We only supply the Courses for your personal use. If you use the Courses for any commercial or re-sale purpose we will have no liability to you for any loss of profit, loss of business, business interruption, or loss of business opportunity.
8. Other important terms
8.1 We may transfer our rights and obligations under these terms to another organisation. We will always tell you in writing if this happens and we will ensure that the transfer will not affect your rights under the contract. You may only transfer your rights or your obligations under these terms to another person if we agree to this in writing.
8.2 This contract is between you and us. No other person shall have any rights to enforce any of its terms.
8.3 Each of the paragraphs of these terms operates separately. If any court or relevant authority decides that any of them are unlawful, the remaining paragraphs will remain in full force and effect.
8.4 If we do not insist immediately that you do anything you are required to do under these terms, or if we delay in taking steps against you in respect of your breaking this contract, that will not mean that you do not have to do those things and it will not prevent us taking steps against you at a later date. For example, if you miss a payment and we do not chase you but we continue to provide the Course, we can still require you to make the payment at a later date.
8.5 These terms are governed by Malaysian law and subject to the non-exclusive jurisdiction of the Malaysian courts.
