Asked by Danielle Walker on Feb 18, 2024
Verified
When determining the effectiveness of public relations campaigns,return on investment is a more quantifiable and defensible measurement than the Advertising Value Equivalency tool.
Advertising Value Equivalency (AVE)
A practice, now largely discredited and abandoned, whereby the impact or value of an article in a publication or a news segment is measured by the relative cost of purchasing that same amount of space or airtime.
- Recognizing the limitations of the Advertising Value Equivalency tool in measuring effectiveness
- Familiarity with the concept of return on investment (ROI) and its relevance in evaluating PR campaigns
- Understanding the importance of measuring the effectiveness of public relations campaigns
Verified Answer
AJ
armahn johalFeb 18, 2024
Final Answer :
True
Explanation :
Return on investment (ROI) provides a tangible measure of the value generated by a public relations campaign, while the Advertising Value Equivalency (AVE) tool relies on subjective estimates of the value of media coverage and is less defensible.
Learning Objectives
- Recognizing the limitations of the Advertising Value Equivalency tool in measuring effectiveness
- Familiarity with the concept of return on investment (ROI) and its relevance in evaluating PR campaigns
- Understanding the importance of measuring the effectiveness of public relations campaigns