IPR Commission Debunks the Myths on Ad Value Equivalency

The idea of Advertising Value Equivalency (AVE) has been around
for many years and generated much debate in the PR community. Many
practitioners are attracted to AVE because it puts a dollar value
on media coverage and, by extension, allows PR to "compare" results
with advertising. Yet the measure has a number of problems, and it
is important to anyone considering its use to consider both its
strengths and its weaknesses. The IPR Commission does not endorse
AVE as a measurement tool, but we hear all the time from people who
have bosses or clients who demand it.