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Advertising value equivalence: PR’s orphan metric.

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

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TWatson 2013 - AVE - PR's orphan metric (PRR).pdf - Accepted Version


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DOI: 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.

Item Type:Article
Uncontrolled Keywords:AVE ; Advertising Value Equivalence ; Evaluation ; Measurement ; Public Relations history ; Public Relations
Group:Faculty of Media & Communication
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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