Here at The Measurement Standard we have long argued against the use of AVEs, as has our publisher Katie Delahaye Paine. See these articles about AVEs (Advertising Value Equivalency) if you’d like to review the controversy. (Especially “AVEs Are Porn for PR.“)
Now, after a year of deliberation, a task force of the Institute for Public Relations (IPR) has released a report denouncing the use of AVEs: “The IPR Commission on Public Relations Measurement & Evaluation voted to reject the term, concept and practice of Advertising Value Equivalency (AVE)…”
You can read the entire AVE report over on Katie Paine’s blog. And also read what she thinks about it.
I say it’s great progress. But AVEs — fast, cheap, and flashy as they are — are still going to be sold and used by people who don’t know any better. Only when fast and easy alternatives are available will AVEs cease to be a temptation. And for more on that see this summary of a session on AVE alternatives at the recent IPR Measurement Summit.
–Bill Paarlberg, Editor, The Measurement Standard
The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement.
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