For campaigns to really work, it’s essential to make thorough evaluation part of the mix. The Eff Test Certificate offers a solid grounding in understanding and measuring advertising effectiveness. In just 35 hours of online learning you’ll develop a better awareness and more forensic critical thinking approach to the evaluation of campaigns.
For candidates based in the UK and Ireland. If you are based outside of the UK and Ireland, please visit this Eff Test.
The Eff Test is primarily aimed at mid-level planners, account handlers and brand managers, but anyone involved in strategic development and the evaluation of effective creative work across all disciplines – be it agency or client side - will find this course invaluable.
If you are interested in taking this qualification but would like to know a little more before you commit, you can attend a free Eff Test Workshop where we will demystify the learning content and show you how the Eff Test could help you improve your ability to prove your campaigns' effectiveness.
The Eff Test Certificate consists of 35 hours of online learning delivered across 13 modules which you can complete at your own pace, in your own time.
Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.
This qualification is assessed via a formal 2-hour online exam, 3 hours in non-English speaking countries – it includes multiple choice, mathematical and short-form essay questions.
Candidates should allow 2-3 months of study prior to sitting an exam.
The passing grade for the final exam is 50%. Candidates who pass will be awarded a digital certificate of completion and 3 MIPA stars towards personal accreditation.
For more information or if you are an IPA member and want to access the Eff Test content free of charge, please email firstname.lastname@example.org
Taking the Eff Test has added rigour to all of the things that I took for granted around measuring the effectiveness of our work. It also inspired me to try new techniques and implement best practice. As a champion for effectiveness and effectiveness awards entries across my agency group, this has been invaluable. It has given me knowledge, tools and techniques that I can ingrain throughout our business and culture.