Resources
Advertising Values to Measure PR: Why They Are Invalid
Advertising Value Equivalents (AVEs), also referred to as ‘ad values’ and ‘ad equivalency’ have become a commonly used method for measuring the alleged value of public relations – or, more specifically, editorial publicity (Jeffress-Fox, 2003). This method of evaluation has attracted considerable criticism from researchers and scholars, but continues to be used and defended. This paper reviews the growing body of literature and research on the practice and the arguments for and against AVEs, and presents a critical analysis.
© Copyright 2007 - Dr Jim Macnamara BA, MA, PhD, FPRIA, FAMI, CPM, FAMEC