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International association for the measurement and evaluation of communication
A global initiative has been announced by AMEC to eradicate fully the use of Advertising Equivalency Value (AVE) and all of its derivatives as metrics in public relations work.
Richard Bagnall, Chairman of the International association for the measurement and evaluation of communication, made the commitment at AMEC’s Global Summit in Bangkok.
Bagnall, CEO, Prime Research UK, said: “It’s time AVEs stopped being a talking point in our industry. We will be investing significant time and resource to kill off finally this derided metric.”
Bagnall said new industry research showed the client demand for AVEs had dropped from 80% in 2010 to just 18% this year. He added: “Now is the time to kill it off completely once and for all.”
Bagnall said the AMEC board has unanimously committed the organisation to eradicating the final demand for the invalid metric. New initiatives will include:
The announcement of the new initiative at the Global Summit on Measurement received warm support from AMEC’s membership.
Bagnall said: “The final death of AVEs will only be achieved when all relevant parties work together. AMEC is increasing its efforts to educate the market on why AVE is a flawed metric. We need help to reach the students of PR and communications as well as the current practitioners and that is where we will work with our partners.
“One of the Barcelona Principles stated that AVEs is a flawed metric. Now we will focus on making sure that everyone can explain why, and offer suitable alternative measurement instead.”
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