Saturday, 13 January 2018 | MYT 12:00 AM
Ad practitioners should plan ahead using effectiveness metrics
MEASUREMENTS to determine a marketing campaign’s effectiveness must never be an afterthought, says the Association of Accredited Advertising Agents in Malaysia (4As).
“Agencies that nurture creativity with an emphasis on effectiveness become more than mere intermediaries. They become true business partners and valued for contributing to business performance.
“Agencies that can financially prove that advertising is the life blood of their clients’ business growth are the ones that will sustain stronger client-agency relationships,’’ notes 4As president Andrew Lee.
In recognising the existing knowledge gap, the 4As has introduced the IPA EFF Test Certificate, a qualification programme targeting strategy planners, account directors, media directors/planners from creative, media specialists, hybrid agencies and brand/marketing managers from advertiser companies.
The EFF Test Certificate is the third qualification programme introduced by the 4As since its 2015 alliance with UK-based Chartered Institute of Practitioners in Advertising (IPA).
“We want to promote a culture of effectiveness in the marketing communications industry and build the word effectiveness into everyday language of agency and advertiser conversations.
“We started this culture when the 4As introduced the globally recognised, marketing effectiveness competition EFFIE Awards in 2008,” says 4As CEO Khairudin Rahim,
The course covers the planning phase, establishing client objectives, developing the effectiveness plan and selecting relevant and persuasive measures, including on how to capture the effectiveness data and calculating return on marketing investment.
“Effectiveness should be of paramount importance to everyone involved in planning and executing marketing campaigns. This qualification gives practitioners a new set of lenses to enable us to see the right metrics, apply appropriate methodologies and think about effectiveness early,” he adds.
Khairudin says that using the IPA databank, delegates will be given extensive background information on how and what to measure, and also which campaigns are more effective and why.
Delegates for the IPA EFF Test must complete 35 hours of online learning culminating in a three-hour online exam on May 3, 2018.
The course fee for 4As members is RM3,800 (+6% GST) and RM4,560 (+6% GST) for non-4As members. It is Human Resources Development Fund-claimable.
Widely recognised as the world’s most influential professional body of practitioners in advertising and marketing communications, the IPA has a well-earned reputation for thought leadership, best practice and continuous professional development.
It also provides core support and advisory services for its corporate and individual members. IPA programmes, running since 2003, have benefitted over 13,000 individuals across the globe.