by Sandy Malloy, Senior Information Specialist
Lucky seven. Unlucky thirteen. Three strikes. The Top 100 movies of all time. We love numbers, don’t we? Rankings, ratings, scores, anything to tell us some kind of truth in a simple way. My favorite wine retailer told a joke about the guy who comes into the shop: “This wine you sold me last week is awful!” he tells the proprietior, who responds, “Parker gave it a 92.” The customer exclaims, “I’ll take a case!”
Ad Value Equivalency (AVE) is the magic number that won’t die despite repeated attempts by the Insitute for Public Relations and well-known measurement mavens to kill it. Yet another article on the dubious value of AVE appeared in the Wall Street Journal this week.
Why is AVE the Godzilla of measurement? Probably because it’s simple. It’s easy to research advertising rates, multiply by column inches or air time, and tack on an “earned media” factor (three is common). Voila! You have a magic number that purports to justify the effort.
A poll of 400 respondents on this very blog a couple of years ago found that a third did use AVE but about a quarter didn’t even know the meaning of the phrase. So, while even more people either didn’t use it or didn’t know about it, a large group of those who responded either:
- Didn’t know of another way to measure, or;
- Reported to a client or manager who demanded a simple number even though the result being measured (message dissemination and influence) is complex.
The WSJ article acknowledges no “simple alternative” to AVE exists, and most PR pros would agree that measuring public relations efforts depends entirely on the goal of publicity (something I have blogged about in this space.) As Ketchum’s Dr. David Rockland has said, “AVEs get replaced by a series of metrics that are dependent on what exactly you are trying to do.”
Here are a just a few basic examples of outcome-oriented goals and corresponding measurement methods:
GOAL: Create interest in a contest you are promoting, gather sales leads
- MEASURES: Track the sources of leads, which might be a combination of ads, press releases and social media mentions. Record link clicks in press releases and combine with internal Web analytics for a landing page on your site with contest details and entry form. Create a matrix that compares the effectiveness of each approach with the cost.
GOAL: Educate employees about new health benefits
- MEASURES: Set a benchmark of desirable awareness level. Poll employees about knowledge of the benefits before and after campaign.
GOAL: Defuse a crisis.
- MEASURES: Track mainstream and social media coverage, noting whether the media is reporting the messages you are trying to convey and the tone of the coverage. In this case, negative publicity is far worse than no publicity.