Advanced Certificate in Effectiveness

Develop a greater understanding of and a forensic approach to the evaluation of your campaigns.

Learn the skills necessary to design a campaign measurement programme, gain knowledge of theories of advertising effectiveness and earn the confidence to write an effectiveness paper with the Advanced Certificate in Effectiveness (formerly known as the Eff Test).

Advanced Certificate in Effectiveness (formerly known as the Eff Test)

The Advanced Certificate in Effectiveness online learning is launching in October 2020.

Book in advance now using the 'Intakes' drop down on this page, or register your interest to be notified when the online learning launches.

Sign Up to the Launch Interest List

Who is this qualification for?

  • Anyone involved in the evaluation and development of effective creative work, whatever the discipline, on either agency or client-side.
  • In particular, mid-level planners with at least two to three years’ experience.
  • More junior practitioners should embark on the Effectiveness Essentials Certificate.

What are the benefits?

Completing the Advanced Certificate in Effectiveness will allow you to:

  • Prove the value of your contribution to your client’s business.
  • Improve your client relationships by speaking their language.
  • Design a measurement programme to evaluate multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity.
  • Confidently and correctly analyse the impact and effect of any campaign.
  • Write a brilliant effectiveness paper.
View the Syllabus

How is the qualification delivered and assessed?

  • 35 hours of online learning accessible through the IPA website on any device, or via the IPA Learning app.
  • You should allow for 2-3 months of study prior to sitting the exam.
  • Formal 2-hour online exam.
  • If you pass the exam, you will be awarded a digital certificate of completion and 3 MIPA stars towards personal accreditation.


  • Members: £350 + VAT
  • Non-Members: £700 + VAT

For more information, please email

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