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Equivalent advertising value (EAV) is generally used by the Public Relations Industry as a device to measure the advantage to a client from media coverage of a PR campaign. AVE's would generally calculate the scale of the coverage required, its positioning and then estimate what the comparable amount of space, if budgeted for as advertising, would cost? Commonly a multiplier would be applied - frequently in the range of 3 to 10 - to allow for the integrity factor of news copy over advertising.
|Legal and regulatory affairs|
|Finance and investment|
|Moving annual total (MAT)|
|Concept development and testing|
|Equivalent advertising value (EAV)|
|Marketing cost analysis|
|Marketing decision support system (MDSS)|
|Defining Advertising Goals for Measured Advertising Response (DAGMAR)|
|Decision making unit (DMU)|
|Peer to peer (P2P) marketing|