The IPA Eff Test is a challenging qualification that promotes the comprehension of, and engagement with, planning as the USP of agencies; specifically it will help identify planning and effectiveness measurement techniques as central to understanding how agencies can create effective campaigns for their clients in the future.
The qualification draws on case studies from 35 years of IPA Effectiveness Awards, the most rigorous awards scheme of its kind in the world, introducing delegates to some of the more successful campaigns in the world. It is suitable for mid-level planners with 2 – 3 years’ experience from any agency or discipline, or for anyone who needs to be able to discuss in-depth campaign effectiveness with clients.
Delegates will complete the qualification with an understanding of:
- Why effectiveness testing is vital to both clients and agencies
- Econometrics, including measuring inputs and outputs, benchmarking and KPIs
- How to calculate paycheck and ROMI
- Evaluate different media types, including direct marketing, digital, PR, sponsorship and public sector
Online Course Commencement Date: 10th March 2017
Mode of Instruction: 30 hours of online learning culminating in a 2 hour online exam
Course Requirement: All delegates are required to sit for the 2 hour online exam at the end of their online learning to gain the certificate (Exam dates of either 1st June 2017 OR 30th November 2017)
Recommended Audience: Mid-level planners and account handlers from both creative and media agencies with at least 2 years’ experience
Fees: $1045 (IAS Member), $1150 (Non-Member)
Register now by emailing us at firstname.lastname@example.org