The Barcelona Principles.

Read Principle $7$ below and answer the following question in $4-5$ paragraphs:

AVE$$s were once known as Advertising Value Equivalency. In the past, many in PR would use that concept to prove the value of a campaign$$s success. The Seventh Principle is related to this concept.

Describe what an AVE is and why this is not a relevant evaluation of the success of a PR$/$marketing campaign?

PRINCIPLE $7$: Measurement and Evaluation Should be Transparent, Consistent and Valid

$$ All measurement should use valid methods and be reliable and replicable in the case of quantitative methods and trustworthy in the case of qualitative methods.

$$ The concepts of integrity, honesty, openness and ethics are critical to this Principle. There are a number of organizations that have set relevant standards. These include, but are not limited to nor intended to be a complete list:

o Media Measurement:

$-$Source of the content $($print$,$ broadcast, internet, consumer generated media$)$ along with criteria used for collection.

$-$Analysis methodology $$ for example, whether human or automated, tone scale, reach to target, content analysis parameters.

o Primary Research:

$-$Methodology $$sampling frame and size, response rates margin of error, probability or non$-$probability, screening criteria.

$-$Questions $$ all should be released as asked $($wording and order$).$

$-$Statistical methodology$-$ how specific metrics are calculated.

$-$Identification of any potential biasing effects in the research itself or taking place in the broader societal context