IPA To Train Advertisers Online

The Institute of Practitioners in Advertising (IPA) and the BMRB have launched a online training scheme to give media and creative agency staff a better understanding of their markets, brands and targets.

The new web based training module will teach agency staff across all disciplines how to get the most out of the Target Group Index (TGI) market research surveys. The “proactive online initiative” will offer guidance, tips and TGI analysis advice 24 hours a day, seven days a week via the IPA website.

The IPA has found that, while investment in TGI is virtually universal within the agency world, actual usage levels and the creativity of usage is far more variable. The continuing separation of media and creative agencies and the high staff turn over within the industry has led to a knowledge gap between creative and media agencies on brand research. The new training module aims to fill this gap by providing training where it is needed.

IPA director of training and development, Ann Murray Chatterton, said: “It is important that all staff in all marketing communications companies are aware of what data is available on a particular brand, and how to use that data to help develop and investigate hypotheses for future brand development. With joint online training initiative with the BMRB we can now offer all staff in IPA member agencies easy access, and help on how to use this data via our website. In this way we hope to ensure that the widest possible outreach for understanding and take up of this important data set.”

The decision to set up an online training scheme for advertisers comes at a time when the sophistication of advertising is growing, with agencies beginning to look beyond traditional demographics (see Ads 40% More Effective During News).

IPA: 020 7235 7020 www.ipa.co.uk

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