ZAP! POP! KABAM! Take that, AVEs!
For years this blog and its previous newsletter incarnations have been ranting against the use of Advertising Value Equivalency (AVE) to measure the effectiveness of public relations. Of late, thanks largely to events at the Barcelona and Lisbon Summits on Measurement, the tide is turning. More and more organizations and agencies are swearing off AVE.
So, it gives us great pleasure to note that Worldcom Public Relations Group, the world’s leading partnership of independently owned public relations counseling firms, has announced that it has adopted the Barcelona Declaration of Measurement Principles as guidelines for performance metrics. That means, in part, no AVE. Read more from Worldcom here.