Samantha Ford
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The Eff Test Certificate

23/3/2020

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My research straddles multiple disciplines such as linguistics, cognitive science, and advertising. In order to develop my knowledge and skills when faced with measuring advertising, I know that it is important to engage in specialist training that enables me to observe and measure the effectiveness of advertising not only from an academic but also practitioner point of view. I therefore signed up to study The Eff Test Certificate.

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The Eff Test is a qualification that involves specialist training to understand and measure advertising and marketing effectiveness followed by an examination to test the knowledge and skills obtained. Designed by expert advertising professionals, the certificate is granted by the Institute of Practitioners in Advertising (IPA) incorporated by the Royal Charter. I passed the exam, which awarded me with a completion certificate and a qualification for measuring advertising effectiveness.

Achieving the qualification is evidence that I have the knowledge and skills to:
  • Analyse the impact and effect of any campaign
  • Speak the language of advertisers and clients in the marketing business
  • Design a measurement programme that evaluates multi-platform activity, from sponsorship, digital, and promotional
  • Calculate payback and Return of Investment (ROI)
  • Write an effectiveness paper

Read more information about The Eff Test Certificate here.
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Learning British Sign Language (Level 1)

6/6/2018

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During my Master’s studies in English Language at the University of Birmingham, I discovered the UoB Sign Language Society; a society that organised 65 hours of tutored lessons in level 1 British Sign Language (BSL) over a course of night classes for 6 months. Sign Language and gesture has become a keen field of research for academic linguists. At the taster session, the sign language linguist Dr Adam Schembri from my department (English Language and Applied Linguistics) introduced the concept of deaf 
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culture and the development of BSL to attendees, including myself. ​He highlighted the connections between sign language and metaphor, which piqued my interest. Furthermore, I had always wanted to learn a new language but had never progressed very far from the initial basics when trying to learn a foreign spoken language. Therefore, after the taster session, I decided to commit and try my hand at learning BSL.
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Everyday Creativity and Communication Workshop

7/9/2017

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The full-day workshop was managed by Professor Jeannette Littlemore and Dr Paula Perez-Sobrino as part of their Marie Curie project, Exploring Multimodal Metaphor in Advertising,  and brought together academics and business people interested in language in advertising.  Being particularly fascinated by this area of research, I signed up to attend the workshop.  

​There was a host of insight into this applied area of linguistics that was especially intriguing; from learning about the impact of logo design to watching psychophysiological technology that tracked skin (sweat) responses of participants to audio-visual viral advertising! 
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Click on the title picture to go to the event's website for more details.

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Corpus Linguistics Summer School 2017

22/7/2017

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From 17th to 21st July, I volunteered and participated part-time at the Corpus Linguistics Summer School 2017, managed by Dr Florent Perek, at the University of Birmingham.  As part of my role, I assisted at the group events, answering questions and keeping full-time participants up to speed with the instructions from the presenters.  Interestingly, in my spare time, I was able to attend some of the sessions from the guest speakers throughout the week.  

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Dr Bodo Winter introducing 'R' corpus analysis software

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    • About
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