The Measurement Advisor

Half a Dozen On Why AVE are Bad: Don’t Use Them!

Advertising Value Equivalency is the bogus communication measurement tool that is at last going away. Whatever metrics you may  be considering, AVE should NOT be one of them. If you still need convincing about the true depths of its evil nature, then here are half a dozen articles for you, How to Spurn the Siren Call of the AVE Succubus Breaking Bad Measurement: 2 Ways to Kick the AVE Habit Addicted to AVE? Here Are 5 Time-Tested Alternatives How to Adapt When Your Agency or Vendor Refuses to Provide AVEs — And They Will By Richard Bagnall, published by AMEC: The Definitive Guide: Why AVEs Are Invalid, including 22 Reasons to Say No to AVEs 12 Signs Your Measurement Program Is Not in Compliance With …

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Grandma Here is Tired of Talking About AVE…Good Thing Millennials Will Make Them Obsolete

By Michelle Hinson—There are many excellent reasons not to use Advertising Value Equivalency (often called earned media value, publicity value, AVE, etc.) as a measure of return-on-investment for public relations efforts. Heck, buy Katie Paine a …

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