Eff Test

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 the evaluation of a campaign, as well as the tactics required to write an effectiveness paper.

This course will help you develop a greater understanding and a more forensic, critical thinking approach, to the evaluation of your campaigns. At the end of the course, delegates will be able to design, upfront, a measurement programme to fully evaluate their communications strategy; to have the ability to rigorously evaluate the impact of that campaign (at multiple levels) - without falling into some classic traps of misinterpretation; as well as developing the tactics 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 nitty gritty

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.


This is a two hour online examination comprised of two sections: multiple choice and free form essay-style questions. A digital certificate of completion is awarded to all delegates who successfully pass the exam.

Available Exam Dates

Thursday 23rd November 2017 (10.00am-12.00pm)

Thursday 29th March 2018 (10am-12pm)

Thursday 28th June 2018 (10am - 12pm)

Thursday 27th September 2018 (10am - 12pm)

Thursday 29th November  2018 (10am - 12pm)


£350 + VAT for IPA Members.

Next steps

For more information about this qualification please email Heather.


The Eff Test is available to non-members at £700+VAT.


Since its inception, the IPA Eff Test has been taken in 25 countries across the world. If you are based outside of the UK, please email Heather for more information on prices and how to book.

Please note that due to a server upgrade, the Pathway learning system may be unavailable from 12pm this Saturday, 9th January. We expect the service to resume by 1pm. Thank you.

If you’re having a problem logging into the learning, please see our FAQ page. If you cannot find the answer to your question, please email learning@ipa.co.uk

Contact the IPA

linkedin instagram youtube flickr google plus rss
ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

© 2017 IPA. All rights reserved. No part of this
site may be reproduced without our permission.