- Location: 12 Clanwilliam Square, Grand Canal Quay, Dublin 2, Ireland
- Duration: 30 Hours
Course details
Effectiveness is a critical issue that should be at the forefront of every campaign at the planning stage right through to the end. The IPA Eff Test is a qualification on effectiveness and measurement for mid-level planners.
Audience:
- Mid-level planners with at least two to three year’s experience from all agency types
- Anyone who is discussing campaign effectiveness with their client
- Anyone entering the IAPI ADFX Awards
Only IAPI member agency staff can do the course.
Content:
The qualification covers a broad 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 around the topic.
It also looks into the broad principles behind different types of objectives that can be set:
- What are KPIs and how they differ from objectives?
- What is a benchmark and how/when can you establish one?
- How and when you should consider evaluation in the planning process?
- When should you begin data collection. roles and responsibilities in the process?
Lastly it looks at specific techniques and approaches and how effectiveness measures differ by discipline.
There are fourteen modules in the programme:
- Introduction to Effectiveness Testing
- Planning for Effectiveness
- Input Measures
- Output Measures: Business
- Output Measures: Behavioural
- Output Measures: Awareness and Attitudes
- Isolating Your Activity: Non-Econometric
- Isolating Your Activity: Econometrics
- Payback and ROMI- how to calculate payback and ROMI for a campaign.
- Evaluating DM and CRM Activity
- Evaluating Digital
- Evaluating Promotional Activity
- Evaluating PR and Sponsorship
- Evaluating Public Sector Campaigns
About Institute of Advertising Practitioners in Ireland
IAPI is the leading representative and advocacy organisation for the Irish marketing and communications sector. they members include all the full service creative ad agencies, media agencies and digital specialists. they give advertising a voice.
What they do
- they are the public voice for they industry.
- they develop talent and skills
- they uphold standards of professionalism that deliver value for members, consumers and business.
they work covers different types of lobbying and negotiations, guidance notes, industry-specific publications, award schemes and events.
IAPI is driven by its members. The board is elected by the members. Members decide the priorities and drive they agenda. The staff listen and respond to members concerns.
Thank you for trusting us to be ythey collective voice.
You can find out all about what they achieved in 2013 from they annual review below.
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