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
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.
|Uncontrolled Keywords:||AVE ; Advertising Value Equivalence ; Evaluation ; Measurement ; Public Relations history ; Public Relations|
|Group:||Faculty of Media & Communication|
|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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