IPA Eff Test Certificate
Posted 18 December 2016.
IPA Eff Test Video
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.
30 hours of online learning, culminating in a 2 hour online exam. Please read the details for the Exam process and the Terms and Conditions thoroughly.
The qualification is suitable for mid-level planners with at least two to three years’ experience from all agency types and disciplines, anyone discussing their campaign effectiveness with their client or anyone interested in broadening their understanding of how to create award winning effective campaigns.
The qualification covers a range of subjects including definitions of effectiveness, evaluation and accountability; why businesses should invest in it, how it has developed over time, who has a stake in evaluation and current debates about the topic. It also looks into the broad principles behind different types of objectives that can be set.
These are the 13 learning paths culminating in a two hour online exam:
1. Introduction to effectiveness testing
- This learning path introduces effectiveness testing, including why it is so important to clients
2. Planning for effectiveness
- Top tips for evaluation including setting benchmarks and factors to consider
3. Input measures
- An introduction to campaign measures
4. Output measures: Business
- This learning path starts to look at output measures and more specifically, business measures
5. Output measures: Behavioural
- Here, we’ll look at behavioural measures
6. Output measures: Awareness and attitudes
- This learning path focuses on awareness and attitudinal measures
7. Isolating your activity: Non-econometric
- Here, non-econometric approaches to isolating the effects of activity are explored
8. Isolating your activity: Econometrics
- This learning path examines econometric approaches to isolating the effects of activity
9. Evaluating DM and CRM activity
- This learning path examines evaluation techniques across DM and CRM activity
10. Evaluating digital
- Focuses on evaluating the digital mix
11. Evaluating promotional activity
- This learning path looks at the key principles in evaluating promotional activity
12. Evaluating PR and sponsorship
- Here, we’ll look at the techniques used to evaluate PR and sponsorship activities including key metrics and tools
13. Evaluating public sector campaigns
- This learning path covers evaluation techniques and specific considerations when evaluating public sector campaigns.
Exam date – Important information:
- On registration you will be required to choose an exam date from the dates provided by the IPA. Please choose this exam date very carefully – take into consideration the time you need to commit to the Eff Test Course – e.g. 2 hours per week for three months. If you change your mind e.g. defer – say you can’t sit it – you will be charged £150 + VAT (e.g. NZD$350.00+GST). This is paid directly to the IPA and is due to the arrangements they have to make in terms of staffing and monitoring the exam. The Eff Test is an internationally recognised qualification and like university qualifications, follows strict regulations and controls. See IPA Eff Test Terms & Conditions here.
Member - $895 +GST
Non-Member – $1,195 +GST
See IPA Eff Test Terms & Conditions here.
On registration you will be required to choose an exam date from the dates provided by the IPA. Please choose this exam date very carefully – take into consideration the time you need to commit to the Eff Test Course. Please note Candidates can only defer their exam place once. There will be a deferral fee of £150 + VAT per candidate if they cannot sit the exam (paid directly to the IPA)
The Comms Council will send your registration details to the IPA.
The IPA will issue you a login and password within 5 working days. You can then commence the course.
Please note Candidates can only defer their place once.There will be a deferral fee of £150 + VAT per candidate if they cannot sit the exam (paid directly to the IPA)
Exam in September (Thursday, 14th September 2017)
Exam start: 17:00 NZ time (6:00 UK time)
Exam end: 19:00 NZ time (8:00 UK time)
Exam in November (Friday, 10th November 2017)
Exam start: 11:00 NZ time (22:00 on Thursday 9th November UK time)
Exam end: 13:00 NZ time (24:00 on Thursday 9th November UK time)
Preliminary exam dates for 2018 - TBC
1st February 2018
3rd May 2018
4th October 2018
Please note that the IPA won’t run an online exam for less than 8 candidates. The above dates have also been suggested to Australia candidates to maximise the number sitting at each date.
Comms Council Events Coordinator
P: 09 303 0435
Any further questions, contact Industry Development Manager Marlen Smith