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Healthcare Glossary

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Equivalent advertising value (EAV)

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.

See also:
Advertising
Public relations
Coverage
Campaign

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