In a public relations evaluation,the advertising equivalence technique is designed to measure the:
A) number of advertising clippings compared to news releases
B) number of subscribers and buyers of a print medium in which the company's name has been mentioned
C) number of calls to a toll-free number following a public relations event, coupled with an advertising campaign
D) cost of the time and space if a story were an advertisement

Question

Quizplus · Accepted Answer

The advertising equivalence technique measures the cost of the time and space if a story were an advertisement, which allows for a comparison between the value of earned media coverage and the cost of paid advertising. This method is controversial and not always accurate, but it is still commonly used in the industry. Options A, B, and C do not accurately describe the advertising equivalence technique.

In a Public Relations Evaluation,the Advertising Equivalence Technique Is Designed