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.
©Journal of Professional Communication, all rights reserved.
"The several premature autopsies of AVE,"
Journal of Professional Communication:
1, Article 6.
Available at: http://digitalcommons.mcmaster.ca/jpc/vol1/iss1/6