2010 – Over the past two decades, Advertising Value Equivalency (AVE) has been correctly denounced as a measurement technique. The many shortcomings of this old methodology will be described at length within this paper. However, recent studies yield evidence that using the cost of media space and time provides a very useful evaluation of the … Continue reading A New Paradigm for Media Analysis: Weighted Media Cost
2005 – As organizations strive to develop multi-faceted relationships with their customers and other publics, events have emerged as an excellent channel. This paper will present an overview of the field and several methods for evaluating events. These research tools are appropriate for both large and small organizations, and for large and small evaluation budgets. … Continue reading A Guide for Measuring Event Sponsorships
2003 – The idea of Advertising Value Equivalency (AVE) has been around for many years. It has generated much debate in the Public Relations industry, with this debate focusing on both its reliability and validity. Many people are attracted to it because it appears able to put a dollar value on media coverage and, by … Continue reading Advertising Value Equivalency
Assessment of the impact of news coverage and advertising on consumer perceptions is typically managed by different organizations within large companies, or by different advertising and media relations agencies. Consequently, very little work has been done to understand whether and how these two forms of communication interact. If we can understand how news coverage interacts … Continue reading Toward an Understanding of How News Coverage and Advertising Impact Consumer Perceptions, Attitudes