In my earlier post on Ad Value Equivalents (The Evils of AVEs), I somewhat tongue-in-cheek asked for help in coming up with a tenth reason why AVEs are a poor measure of public relations. Well, I was re-reading a 2003 IPR article today written by Dr. Walter K. Lindenmann with Fraser Likely (Guidelines for Measuring the Effectiveness of PR Programs and Activities), and there was reason number ten staring me in the face.
10. If you get a hit on the front page of a newspaper or a cover story in a magazine, there is no way to calculate an advertising equivalency since advertising space is never sold in these locations
Love it, thanks Walt. –Don B