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International association for the measurement and evaluation of communication
AMEC has launched a major global education initiative to help eradicate the declining demand for the much-derided AVE (Advertising Value Equivalent) metric. AVEs have long been the subject of intense criticism but because they claim to put a financial value equivalency on PR and Comms work, and are easy to produce, there is still a lingering demand from some quarters of the communications profession.
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AVEs will only disappear completely when all parts of the industry work together and speak with a consistent voice. Educators, academics, in-house practitioners, PR agencies, communications trade associations and the monitoring and analytics vendors all need to work together with unified messaging to make sure that this latent demand dwindles and dies.
As part of AMEC’s ‘Say No to AVES’ campaign, we present here the definitive list of 22 reasons why they shouldn’t be used.
By working together, we can help professionalise the industry and the ways in which it is measured and evaluated for the better.
Richard Bagnall is Chairman of AMEC and a senior global communications effectiveness consultant. His career spans both PR practice (in house and agency) and measurement and evaluation. He has over 20 years’ experience running some of the world’s leading communications measurement teams, including PRIME Research UK, Gorkana and Metrica.
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