Advertising value equivalence: PR’s orphan metric.

Watson, T., 2013. Advertising value equivalence: PR’s orphan metric. Public Relations Review, 39 (2), pp. 139-146.

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Official URL: http://dx.doi.org/10.1016/j.pubrev.2012.11.001

DOI: 10.1016/j.pubrev.2012.11.001

Abstract

The academic approach to measurement and evaluation has long favoured social science methodologies (Broom and Dozier, 1990, Michaelson and Stacks, 2011 and Stacks, 2002), 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.

Item Type:Article
ISSN:0363-8111
Uncontrolled Keywords:AVE ; Advertising Value Equivalence ; Evaluation ; Measurement ; Public Relations history ; Public Relations
Subjects:UNSPECIFIED
Group:Media School
ID Code:20748
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:25 Feb 2013 14:26
Last Modified:13 May 2015 13:22

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