Death To Ad Equivalency Reports!
Have you ever had to compile an ad equivalency report? Do you even know what one is? It’s pretty simple, actually. An ad equivalency report attempts to compare the value a brand received from a PR campaign – media coverage, etc. – with the value the brand could have received spending the same money on advertising. Not only do they not work, they can be misleading, many PR measurement experts say.
“…with the rise of social media, AVEs have little meaning when the value of the most traditional media is dropping daily, and the power of individual blogs, many of which don’t accept advertising, is growing exponentially,” wrote Katie Paine in a Ragan.com
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in