Beyond AVE: The Pitfalls of Using Advertising Equivalency in PR Measurement – Odiakose
Philip Odiakose In public relations (PR) measurement and evaluation, one metric has long been a topic of debate and scrutiny: Advertising Value Equivalency (AVE). For over a decade, AVE has been used by PR professionals and organizations as a means to assign a monetary value to earned media coverage by equating it with the cost of equivalent advertisingRead More
Comments