The Master of Advertising Effectiveness is a six-week online programme that equips marketing and advertising professionals with a complete understanding of the evidence-based principles of advertising effectiveness and how to apply them to make advertising that creates consistently better commercial results.
Why has the programme been created?
It’s common for marketers and agencies to see outstanding business results from their very best advertising campaigns. What’s far less common is examples of brands that consistently achieve high levels of effectiveness with their advertising.
The reasons for this can seem complex and elusive — and while there is indeed an art to creating effective advertising, there’s also a huge body of science that has been developed over the past two decades, enabling much greater clarity on effectiveness best practice.
When this best practice is fully understood and integrated into our day- to-day planning and execution of advertising, we can maximise the effectiveness potential of all of our advertising. We drive more reliable and sustainable business outcomes, and improve the value and reputation of marketing within our organisations.
We love it when the stars align and we knock it out of the park with our advertising. What the Master of Advertising Effectiveness will give you is a better ability to align those stars yourself.
What's covered in the programme?
The six-week Master of Advertising Effectiveness programme covers nine core modules, which you can check out here
What's the evidence base?
The Master of Advertising Effectiveness is an 'evidence-based' programme. This means that we’re teaching principles that have been developed from the analysis of major advertising effectiveness data sets, by the world’s leading independent marketing science academics and researchers, representing esteemed institutions like the IPA, the Ehrenberg Bass Institute and WARC. Nothing you’ll learn is based on anecdotal evidence or personal experience — although we do illustrate the principles using specific examples to bring each concept to life.
Who is the programme for?
If you're involved in the commissioning of or creation of advertising — and especially if you're the person signing off on creative ideas and production and media budgets— it's critical that you have a strong working knowledge of advertising effectiveness. Specifically, the Master of Advertising Effectiveness has been designed for client-side marketers and agency professionals at all levels of seniority.
How will life be different after the programme?
Upon completion of the programme and your certification as a Master of Advertising Effectiveness, you’ll go back to work with greater confidence, influence and value.
You’ll have much greater confidence in your planning and decision making. You’ll be better equipped to influence others and sell in strategies, campaigns and budgets. You’ll be able to articulate the value of advertising and the commercial rationale for common advertising strategies. You’ll be more successful in your efforts to push for larger budgets or gain support for ‘braver’ advertising.
And you’ll increase the value of your discipline. The value of marketing and advertising has never been more in question. The programme will sharpen your ability to articulate and champion that value. And more importantly, to create advertising that increases that value by better linking advertising activity and commercial performance.
How will I access the course?
Our online platform gives you easy access to all course content from any web browser. Upon registering you will have an account created on the platform.
I want to sign up but I need my employer to pay – what do I do?
No problem – shoot us a note at firstname.lastname@example.org and we’ll save you a spot until you can organise payment.
Can I split the course fee up to make it easier to pay?
The live sessions are a chance for students to ask questions about the content and delve deeper into the principles. Students can submit questions at any time for the next live session. James will answer these questions during the live session, which will also be accessible to stream after its conclusion.
Can I take the programme alongside my full time job?
Yes – the programme has been specifically designed for professionals in full-time roles. The time commitment is around 90 minutes per week, and our video modules can be watched at whatever time is most convenient for you.
Got a question that’s not answered here? You can ask us by emailing email@example.com or try downloading our prospectus which covers the programme in detail.
Our next cohort begins February, 2024 and is filling fast.