Ad value equivalency is probably the most controversial subject in PR measurement. Erica Iacono examines both sides of the issue
Chris Atkins, VP of communications at Standard & Poor's (S&P), is well aware that using ad value equivalency (AVE) as a way to measure PR is sure to raise questions.
"Almost anybody who is a student of PR recognizes the inherent flaws in a lot of the methodologies that have been applied to AVE over the years," he says.
So when ...