Advertising Value Equivalency (AVE) is generally used by the Public Relations Industry as a device to determine the advantage to a client from media coverage of a PR campaign. AVE’s measure the size of the coverage gained, its placement and calculate what the equivalent amount of space, if paid for as advertising, would cost. Commonly a multiplier is applied – frequently in the range of 3 to 10 – to allow for the credibility factor of news copy over advertising.
Advertising Value Equivalency [AVE]
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