In a nutshell
The IPA Eff Test is a challenging qualification that provides the skills and tools necessary to design a measurement programme and develop a more forensic and rigorous approach to campaign evaluation, as well as the skills needed to write an effectiveness paper.
This course will help you develop a greater understanding and a more forensic, critical thinking approach, to evaluation. By the end of the course, delegates will be able to design upfront, a measurement programme to evaluate fully their communications strategy; have the ability to evaluate rigorously the impact of that campaign (at multiple levels) - without falling into some classic traps of misinterpretation; and be equipped to write up an effectiveness paper.
This is for you if...
You're involved in the evaluation and development of effective creative work, across all disciplines - be it agency or client side. Its ‘sweet spot’ is mid-level Planners, Account Directors and Brand Managers, with at least two to three years’ experience, from all disciplines and agency types.
The qualification covers a broad range of subjects including definitions of effectiveness, evaluation and accountability; why businesses should invest in evaluation and how it has developed over time; who has a stake in evaluation; and current debates around the topic. The content is spread over 35 hours of online learning.
For the full syllabus please see the leaflet.
To gain the IPA Eff Test certificate, there is a two hour online examination comprised of two sections: multiple choice and essay-style questions.
Book Eff Test Online Exam
To book onto an Eff Test exam please choose the exam date and click on the green 'Book' button.
In order to make a purchase on the IPA website, you need to be logged in. If you do not have an IPA account, please register here as a non-member of the IPA.
Ts and Cs
IPA Eff Test Certificate Policies 2019
Institute of Advertising Practitioners in Ireland discount: £500
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