IPA EFF TEST CERTIFICATE, OCTOBER 3rd

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Quick Overview

Registration Deadline: August 9th, 2019

4A's Members: $700 (Login with your 4A's Profile for Member Discount) / Non-Members: $850 

Once the course is purchased, please allow 2-3 business days for access to IPA platform. If you have any questions please contact us at Learningsupport@4as.org

 

For campaigns to really work, it’s essential to make a thorough evaluation part of the mix. The Global Eff Test Certificate offers a solid grounding in understanding and measuring advertising effectiveness. In just 35 hours of online learning, you’ll develop better awareness and more forensic critical thinking approach to the evaluation of campaigns.

 

What Will You Learn

  • Discover effective ways to prove the value of your contribution to your client’s business and improve your relationship with them by speaking their language

  • Learn how to utilize tools to measure multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity

  • Create measurement programs that enable you to confidently and correctly analyze the impact and effect of any campaign

  • Write a brilliant effectiveness paper with the useful tactics we share with you

Who Should Attend

  • 4-10 years of experience

  • Primarily aimed at mid-level planners, account handlers and brand managers

  • 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

How Is Learning Delivered and Assessed

  • The Eff Test Certificate consists of 35 hours of online learning delivered across 13 modules which you can complete at your own pace in your own time

  • Candidates should allow 2-3 months of study prior to sitting an exam

  • This qualification is assessed via a formal 2-hour online exam, 3 hours in non-English speaking countries – it includes multiple choice, mathematical and short-form essay questions

  • Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app

  • The passing grade for the final exam is 50%. Candidates who pass will be awarded a digital certificate of completion and 3 MIPA stars towards personal accreditation.


IPA Eff Test

Eff Test Certificate Syllabus

The Eff Test Certificate is delivered in 35 hours of online learning, split across 13 modules. Click here to download the 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 behavioral shifts and potential cost savings upon the public purse).

 
 
Questions: learningsupport@4as.org

Details

Registration Deadline: August 9th, 2019

4A's Members: $700 (Login with your 4A's Profile for Member Discount) / Non-Members: $850 

Once the course is purchased, please allow 2-3 business days for access to IPA platform. If you have any questions please contact us at Learningsupport@4as.org

 

For campaigns to really work, it’s essential to make a thorough evaluation part of the mix. The Global Eff Test Certificate offers a solid grounding in understanding and measuring advertising effectiveness. In just 35 hours of online learning, you’ll develop better awareness and more forensic critical thinking approach to the evaluation of campaigns.

 

What Will You Learn

  • Discover effective ways to prove the value of your contribution to your client’s business and improve your relationship with them by speaking their language

  • Learn how to utilize tools to measure multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity

  • Create measurement programs that enable you to confidently and correctly analyze the impact and effect of any campaign

  • Write a brilliant effectiveness paper with the useful tactics we share with you

Who Should Attend

  • 4-10 years of experience

  • Primarily aimed at mid-level planners, account handlers and brand managers

  • 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

How Is Learning Delivered and Assessed

  • The Eff Test Certificate consists of 35 hours of online learning delivered across 13 modules which you can complete at your own pace in your own time

  • Candidates should allow 2-3 months of study prior to sitting an exam

  • This qualification is assessed via a formal 2-hour online exam, 3 hours in non-English speaking countries – it includes multiple choice, mathematical and short-form essay questions

  • Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app

  • The passing grade for the final exam is 50%. Candidates who pass will be awarded a digital certificate of completion and 3 MIPA stars towards personal accreditation.


IPA Eff Test

Eff Test Certificate Syllabus

The Eff Test Certificate is delivered in 35 hours of online learning, split across 13 modules. Click here to download the 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 behavioral shifts and potential cost savings upon the public purse).

 
 
Questions: learningsupport@4as.org

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