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ToolsWatson, T., 2013. Advertising value equivalence: PR’s orphan metric. Public Relations Review, 39 (2), 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 |
| Group: | Faculty of Media & Communication |
| ID Code: | 20748 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 25 Feb 2013 14:26 |
| Last Modified: | 14 Mar 2022 13:46 |
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