I'm unapologetic about my support for AMEC in its quest to eradicate AVEs. While there may be debate about the tactics (see my previous post about Carrot or Stick), there can be no one left in this industry who still supports this outdated and discredited form of measurement.
I therefore welcome Richard Bagnall's paper which lists 22 reasons why AVEs are invalid. If you are at all unsure how to make the argument against using AVEs as a form of measurement, then I'd say it is required reading.
Read those 22 reasons by clicking here:
AMEC, the International Association for the Measurement and Evaluation of Communication (AMEC), is inviting the support of public relations and communications organisations to join a global initiative to eradicate fully the use of Advertising Value Equivalency (AVE) and all of its derivatives as metrics in public relations work.