Special Report on
Advertising Value Equivalency and PR
Advertising Value Equivalency and PR - Trends
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1. Advertisements and editorial articles are perceived differently by receivers/readers. Editorial material benefits from the credibility of a third-party (the publication) by earning, not paying, its way into the magazine, newspaper or broadcast 2. AVEs equate an article with the appearance cost of an advertisement. It does not speak at all to the results or impact that the article may have on a reader. Advertisers do not judge the success of advertising on how much the insertions cost. The true value of an ad or article is in what it does – the outcome or impact, not the cost of appearance. 3. AVEs do not address the value ...
We introduce our sixth guest blogger of our monthly series on the 25th of every month, in celebration of our 25th anniversary this year, Paul Holmes, the highly regarded PR industry analyst. Paul Holmes is editor and publisher of The Holmes Repor t, which provides knowledge and insight to public relations professionals, and manages the SABRE Awards , recognizing Superior Achievement in Branding & Reputation. I just returned from Barcelona, where more than 200 PR practitioners and evaluation experts gathered to pass the “ Barcelona declaration ” of research principles, an attempt to set ... Read More
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ADVERTISING VALUE EQUIVALENCY AND PR
Tony Fox - Feb. 27, 1992 Original air date.
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