Home > JPC > Vol. 1 (2011) > Iss. 1
Article Title
Abstract
This commentary discusses how advertising value equivalence (AVE) has been a measure of public relations that refuses to go away, despite its dubious value as a scientifically valid metric. The 2010 Barcelona Declaration of Research Principles is put forward as a potential guide away from AVE towards a more scientifically valid set of measures. The author illustrates his points with anecdotes from his professional experiences throughout his career.
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Recommended Citation
Scholz, David
(2011)
"The several premature autopsies of AVE,"
Journal of Professional Communication:
Vol. 1:
Iss.
1, Article 6.
Available at:
http://digitalcommons.mcmaster.ca/jpc/vol1/iss1/6