IPR Rejects Ad Value Equivalency (AVE) Once and For All Reply


A nice post from Katie Payne reports that the recent IPR Measurement Summit voted to eliminate AVE once and for all.  "It’s the right time for a leading voice in public relations research and measurement to reject this practice,” said Robert W. Grupp, President and CEO of the Institute for Public Relations.

I would have said it has always been the right time to eliminate a practice with no obvious connection to business value.

But nonetheless, I am glad to hear we are giving this one the official axe.  Hopefully our graduates do not need to clip papers and scan for too much longer.

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