Traditionally the most common method of measuring the results of publicity initiatives is

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Equivalent advertising value is the most common method of measuring the results of publicity initiatives. It involves calculating the cost of advertising for the same amount of space or time as the publicity received in the media. This method is widely recognized and used by PR professionals to determine the value of media coverage. Visitor numbers, average length of stay, and visitor spending are more commonly used to measure the success of destination marketing efforts rather than publicity initiatives.

Traditionally the Most Common Method of Measuring the Results of Publicity