Advertising value equivalence—PR's orphan metric |
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| Authors: | Tom Watson |
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| Institution: | Public Relations, The Media School, Bournemouth University, Poole, Dorset, BH12 5BB, UK |
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| Abstract: | The academic approach to measurement and evaluation has long favoured social science methodologies (0050, 0260 and 0315), but there has been persistent, widespread practice use of advertising value equivalence (AVE) to express the economic and financial value of public relations activity. This paper investigates the evolution of AVE and discusses whether it arose from clippings agencies, press agentry or other influences on public relations, such as advertising and product promotion. |
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| Keywords: | AVE Evaluation History Measurement Public relations Practitioners |
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