Username or Email Address
Lost your password?
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.
Download Spanish PDF
Download French PDF
Download Chinese PDF
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.
Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.
These cookies are strictly necessary to provide you with services available through our website and to use some of its features.
We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.
These cookies collect information that is used either in aggregate form to help us understand how our website is being used or how effective our marketing campaigns are, or to help us customize our website and application for you in order to enhance your experience.
If you do not want that we track your visist to our site you can disable tracking in your browser here:
We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.
Google Webfont Settings:
Google Map Settings:
Vimeo and Youtube video embeds: