Jun 19, 2019

Why AVEs are a "bullshit" PR measurement tool

Asia is behind the rest of the world in abandoning this metric, which has been proven worthless for years, says AMEC's Richard Bagnall.

Feb 23, 2012

OPINION: Does Asia lag in measuring communications effectiveness?

John Croll, chief executive officer of Sentia Media and chair of the Asia-Pacific chapter of AMEC (the International Association for Measurement and Evaluation of Communication), urges the region to look beyond reliance on AVEs (advertising value equivalents).