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Advertising Value Equivalence

How to get the media on board to end AVE

June 30, 2017 by Neville Hobson 

Fearless Girl

One of the hurdles along the road of seeing an end to the "advertising value equivalence" (AVE) measurement metric that's decried by many in the PR and measurement communities is persuading organisations to stop using it. The issue with AVE is well summarised in a white paper published by The Institute for Public Relations in 2003, in which this succinct text appears: We urge you to move away as quickly as possible from statements of the nature, “Our news coverage this quarter was worth $X … [Read more...] about How to get the media on board to end AVE

Filed Under: Advertising, Business, Communication, Ethics, Journalism, Leadership, Marketing, Professional Development, Public Relations, Reputation, Social Media, Trends Tagged With: Advertising Value Equivalence, AVE, measurement

The end of AVE in PR?

May 22, 2017 by Neville Hobson 

If there's one phrase guaranteed to generate debate in the PR business, it's 'advertising value equivalence,' AVE for short. In simple terms, AVE looks at the volume of space an editorial article takes in a print publication, or the amount of time an editorial audio or video segment plays, and equates its value to the price you'd have paid if you had bought the equivalent-size space or time as advertising. For decades the use of AVE has been a controversial activity, one that has been … [Read more...] about The end of AVE in PR?

Filed Under: Advertising, Business, Communication, Ethics, Professional Development, Public Relations, Trends Tagged With: Advertising Value Equivalence, AMEC, AVE, CIPR, measurement

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Perspectives at the intersection of business, communication and technology - communicator, blogger and podcaster Neville Hobson analyses and discusses trends, behaviours and practices in digital and social communication to help you understand what they mean for people and organizations. More...

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