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22 reasons why AVEs are nonsense

AMEC (the international association for the measurement and evaluation of communication) will again host the world’s biggest annual summit on public relations and communication measurement in Prague, the Czech Republic, from 21-23 May 2019.

AMEC rocked the world of public relations when it issued the Barcelona Principles at its 2010 conference, aiming to establish superior communications measurement principles and famously rejecting the use of traditional advertising value equivalency (AVEs), still popular with many South African public relations firms. Since it introduced best practices in 2010 it has seen the demand for AVEs dropping from 80% by member clients to only 16% by 2018.

AMEC has launched a major global education initiative to help eradicate the declining demand for the much-derided AVE (Advertising Value Equivalent) metric.

The organisation is considered to be at the forefront of public relations measurements and their ground-breaking work on creating best practices for measurement and evaluation are widely supported by corporate representatives and academics as part of measuring return on investment (RoI)

AMEC has launched a major global education initiative to help eradicate the declining demand for the much-derided AVE (Advertising Value Equivalent) metric. AVEs have long been the subject of intense criticism but because they claim to put a financial value equivalency on PR and Comms work, and are easy to produce, there is still a lingering demand from some quarters of the communications profession.

AMEC Chairman Richard Bagnall wrote the definitive article on why AVE’s are a nonsensical measurement and lists 22 reasons why it should be rejected. Please read the full list here or go to: http://jo.my/ave

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