Master of Advertising Effectiveness

In February 2022, the Master of Advertising Effectiveness Programme will accept its first cohort of 20 New Zealand advertising and marketing professionals for an intensive six-week online programme.

The course has been designed by, and will be facilitated by, James Hurman – a globally recognised effectiveness expert who has spent his career as a researcher and practitioner of advertising effectiveness.

The course will give marketing professionals a deep understanding of the core principles of advertising effectiveness, drawing on the research and data of global advertising effectiveness experts.

The course is purely evidence-based, and teaches the findings of rigorous marketing science that’s been corroborated by multiple leading effectiveness researchers from across the globe. The programmes focuses on six fundamental aspects of advertising effectiveness:

• Investing for growth: The principle of Excess Share of Voice, and how to ensure your share of voice is growing your share of market. A deep exploration of the research of James Peckham (AC Nielsen leader), John Philip Jones (legendary marketing professor) and Peter Field & Les Binet (IPA Effectiveness gurus) into the relationship between share of voice and share of market.
• Targeting for growth: The principle of growth through penetration, and how to build brand and business through the targeting of all category buyers. A deep exploration of the research of Byron Sharp (Ehrenberg Bass Institute) and Field & Binet into the pitfalls of loyalty and benefits of penetration. 
• Long & Short: How to balance long and short-term activities to achieve the most effective mix, and the most effective strategies for engaging rationally for the short-term and emotionally for the long-term. A deep exploration of the research of Field & Binet, and Daniel Kahneman (Nobel-prize winning pioneer of behavioural economics) into decision-making and effectiveness over short and long terms.
• Mental Availability: How to use distinctive assets and harness brand salience to make brands easier to buy. A deep exploration of the research of The Ehrenberg Bass Institute and Kantar/Millward Brown into brand salience, distinctive assets and brand value.
• Creativity & Effectiveness: How creativity works to create fame and commercial success, and how to use advertising creativity as a magnifier of campaign effectiveness. A deep exploration of the research of James Hurman, Peter Field, Paul Dyson (Data2Decisions) and many others on when, how and why creativity works.
• Creative Commitment: How to manage key campaign variables of spend, duration and spread of media channels to maximise effectiveness potential. A deep exploration of the research of James Hurman and Peter Field into the relationship between Creative Commitment and effectiveness at any level of campaign spend.

Download the full programme summary.

The programme combines weekly online learning, live Zoom Q&A and discussion sessions with James, frameworks with which to apply the principles to your own brands, and an exam and certification process.

Students will be required to watch course content (flexibly and in their own time), and attend weekly live sessions. The total time commitment is approximately 10-12 hours over 4 weeks.

The Master of Advertising Effectiveness is aimed at marketing professions who are commissioning advertising and planning marketing strategy and spend, advertising agency planners, account people and creatives, marketing consultants and freelancers, and ambitious marketing and advertising students.

FAQs

Who is this programme for?

The Master of Advertising Effectiveness is aimed at New Zealand marketing professions who are commissioning advertising and planning marketing strategy and spend, advertising agency planners, account people and creatives, marketing consultants and freelancers, and ambitious marketing and advertising students.

The programme is delivered online, and is open to anyone from any part of New Zealand.

How will the programme help me?

If you’re responsible for the planning, commissioning, creation or management of advertising campaigns, the MAE will ensure you’re equipped with the knowledge and skills to ensure that you generated the best possible commercial returns from the advertising you produce.

Who is James Hurman?

James is a New Zealand based marketing effectiveness expert. Formerly a strategic planner in the advertising industry, James’ work has won more than 50 marketing effectiveness awards, and in 2013, he was named the world’s number one planning director by The Big Won Report. His 2011 book The Case for Creativity explored his and others’ research proving that more creative companies, agencies and campaigns achieve significantly better commercial results. His 2020 study with Cannes Lions and WARC, The Effectiveness Code, studied nearly 5,000 campaigns and introduced The Creative Effectiveness Ladder and the principle of Creative Commitment, concepts that have been adopted by brands all over the world. James has served as a member of the inaugural Cannes Creative Effectiveness Lions jury, Chair of the Spikes Creative Effectiveness Jury, and Chair of the New Zealand Effie Awards.

What do I come out of the programme with?

A thorough and applicable knowledge of the proven principles of advertising effectiveness. And, provided you pass the exam, a Master of Advertising Effectiveness certification that provides you with impartial evidence that you have mastered these principles and can apply them to the brands you work on or with.

How much time does it take?

Students are required to watch course content (flexibly and in their own time), and attend weekly live sessions. The total time commitment is approximately 10-12 hours over 4 weeks.

Do I need to take time out from my day job?

No – the course videos can be viewed at any time, and the live Zoom sessions are scheduled outside of normal work hours.

How much does the programme cost?

The Master of Advertising Effectiveness programme costs $2,995 + GST. 

Is there a discount for groups, charities or students? 

Yes, there are group, charity and student discounts available – contact us for more information.

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Download the full programme summary.

To apply or learn more, please email hello@masterofadvertisingeffectiveness.com