Calculating ___ is widely disputed as a measurement technique that analyzes traditional media placements generated by PR efforts in print and broadcast outlets by measuring how much paid space would have cost for the same exposure.
A) marketing value equivalencies
B) total circulations
C) transparency outcomes
D) advertising value equivalencies

Question

Quizplus · Accepted Answer

The technique described in the question is known as advertising value equivalencies (AVEs). AVEs are controversial because they equate earned media coverage with paid advertising, and do not take into account the quality or impact of the coverage. Many PR professionals argue that AVEs are not an accurate or meaningful measurement of the success of PR efforts.

Calculating ___ Is Widely Disputed as a Measurement Technique That