Succubus: (noun) A female demon or supernatural entity in folklore and medieval legend that appears in dreams and takes the form of a woman in order to seduce men, usually through sexual activity. The male …
How to Spurn the Siren Call of the AVE Succubus Read More »
Until recently, a good part of the PR world was using Ad Value Equivalency (AVE) — also referred to as Earned Media Value (EMV) — as its only measure of success. This was partly because …
Breaking Bad Measurement: 2 Ways to Kick the AVE Habit Read More »
(Subscription Required) Much has been made of the recent commitments by AMEC and CIPR to wipe out AVEs in the next year. Of course we here at Paine Publishing have been trying to do the …
How to Adapt When Your Agency or Vendor Refuses to Provide AVEs — And They Will Read More »
AVE (advertising value equivalency) is a simple, single number that marketing folks and many others love. They think it translates PR into something they understand how to measure, like advertising. Guess what? It doesn’t. (Read …
Addicted to AVE? Here Are 5 Time-Tested Alternatives Read More »
A friend asked me for my “Elevator Speech” as to why AVEs (Ad Value Equivalency) aka EMV (Earned Media Value) have been discredited and should never ever be used as a measure of anything, particularly …
Last week AMEC (the International Association for the Measurement and Evaluation of Communication), announced an initiative to finally put the proverbial wooden stake into AVE (Ad Value Equivalency). Richard Bagnall, Chairman of AMEC, made the …
