Comments on: Still stuck on AVEs http://www.communicationammo.com/strat/research/still-stuck-on-aves/ We help people and organizations make their communications more effective and measure the results. Sat, 07 Jan 2012 16:09:48 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Sean http://www.communicationammo.com/strat/research/still-stuck-on-aves/comment-page-1/#comment-286 Sean Tue, 24 Nov 2009 02:46:08 +0000 http://www.communicationammo.com/?p=242#comment-286 Thanks, Jim == the marketing mix modeling stats do help us isolate individual components very well, but the expense of running such models is still out of reach for many organizations. Also, conceptually, the desire for a dollar-value metric is very strong -- we will continue working on how to arrive at such a figure, but it again is likely to be expensive to muster up. Thanks for taking the time to comment! Thanks, Jim == the marketing mix modeling stats do help us isolate individual components very well, but the expense of running such models is still out of reach for many organizations. Also, conceptually, the desire for a dollar-value metric is very strong — we will continue working on how to arrive at such a figure, but it again is likely to be expensive to muster up.

Thanks for taking the time to comment!

]]> By: Jim Savage http://www.communicationammo.com/strat/research/still-stuck-on-aves/comment-page-1/#comment-285 Jim Savage Mon, 23 Nov 2009 18:26:06 +0000 http://www.communicationammo.com/?p=242#comment-285 Good post, Sean. AVE may be discredited in our world but won't die easily. Disney is a top communicator but clearly has to use this kind of measure for the internal "sell", and I can recall my AOR doing the same thing for exactly the same kind of publicity. Up to a point it is a compliment, as it demonstrates how PR generates the same value for much less $$, but it totally fails to address, as you point out, that PR can create a level of reputational awareness and understanding that no ad campaign can ever achieve. This reputational understanding makes all the difference in a crisis (I see PR Conversations is now linking to Terry Flynn's article about the CPRS-Leger study of crisis management at Maple Leaf Foods, complete with a useful new acronym), but is much harder to convey for , say, an appearance on "Access Hollywood" or product PR generally, as it slides so easily (esp. now) into the worlds of procuct, experiential and interactive marketing, which themsleves face their own ROI measurement challenges. The related problem to this is measuring the PR component of an integrated campaign separately. Some firms have made real progress by integrating the measurement systems of a KD Paine or Reputation Institute, or even a homebrew equivalent, into their overall measures, which over time can demonstrate the value of the "months of quiet conversations" etc. But I fear it is still the exception rather than the rule.... Good post, Sean. AVE may be discredited in our world but won’t die easily. Disney is a top communicator but clearly has to use this kind of measure for the internal “sell”, and I can recall my AOR doing the same thing for exactly the same kind of publicity. Up to a point it is a compliment, as it demonstrates how PR generates the same value for much less $$, but it totally fails to address, as you point out, that PR can create a level of reputational awareness and understanding that no ad campaign can ever achieve.

This reputational understanding makes all the difference in a crisis (I see PR Conversations is now linking to Terry Flynn’s article about the CPRS-Leger study of crisis management at Maple Leaf Foods, complete with a useful new acronym), but is much harder to convey for , say, an appearance on “Access Hollywood” or product PR generally, as it slides so easily (esp. now) into the worlds of procuct, experiential and interactive marketing, which themsleves face their own ROI measurement challenges.

The related problem to this is measuring the PR component of an integrated campaign separately. Some firms have made real progress by integrating the measurement systems of a KD Paine or Reputation Institute, or even a homebrew equivalent, into their overall measures, which over time can demonstrate the value of the “months of quiet conversations” etc. But I fear it is still the exception rather than the rule….

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