When determining the effectiveness of public relations campaigns,return on investment is a more quantifiable and defensible measurement than the Advertising Value Equivalency tool.

Question

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Return on investment (ROI) provides a tangible measure of the value generated by a public relations campaign, while the Advertising Value Equivalency (AVE) tool relies on subjective estimates of the value of media coverage and is less defensible.

When Determining the Effectiveness of Public Relations Campaigns,return on Investment