For many years, and with few options available to them, communicators routinely reported communication outputs as outcomes and/or relied on Advertising Value Equivalency (AVE), which means they

For many years, and with few options available to them, communicators routinely reported communication outputs as outcomes and/or relied on Advertising Value Equivalency (AVE), which means they

Determined an avenue for evaluation

Compared the media budget to projections

Used a formula to calculate the value of earned media as advertising cost

Counted outputs versus outcomes