Eff Test

In a nutshell 

The IPA Eff Test is a rewarding yet challenging qualification that provides the skills and tools necessarily to fully evaluate and hone effective campaigns. 

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. It is a sweet spot for mid-level planners with at least two to three years experience from all agency types, Account Directors and Brand Managers. 

The nitty gritty

The qualification covers a broad range of subjects including definitions of effetiveness, evaluation and accountability; why business should invest in it, how it has developed over time, who has a stake in evaluation and current debates around the topic. It also looks into the braod principles behind different types of objectives that can be set. The content is spreadacross a number of different learning paths. 


This is two hour online examination run on the following days and is £350 + VAT:

2017 Exam Dates

Thursday 29th June 2017

Thursday 28th September 2017

Thursday 23rd November 2017

Next steps
For more information contact rosie@ipa.co.uk

We will be running a Eff Test Workshop with editor and expert, Paul Arnold, on 2nd June 2017. Please sign up here.

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 bethan@ipa.co.uk

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