Why AVEs are not relevant in today’s world
If your client had a negative piece of coverage, would you ascribe an advertising value equivalent to it?
Or, if your client had a brief two-word mention in a full-page spread, would you try to calculate the AVE based on a percentage of words in the article?
Even if you have a positive article that is all about your client – would you assign an AVE even if your messages were/were not included in the text or regardless of whether people read or reacted to the content?
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