Criticism has been leveled at the use of advertising value equivalency (AVE)in evaluating public relations because ________.
A)public relations doesn't require evaluation
B)third-party endorsement multipliers are arbitrary
C)it doesn't address whether the audience took desired actions
D)A and C
E)B and C

Question

Quizplus · Accepted Answer

AVE is criticized because it doesn't address whether the audience took desired actions and third-party endorsement multipliers are arbitrary. Additionally, public relations does require evaluation, making option A incorrect.

Criticism Has Been Leveled at the Use of Advertising Value