tag:blogger.com,1999:blog-28087510.post114951257679828993..comments2023-10-09T09:52:40.580+01:00Comments on Evaluating the media: Death of the captive audienceAnonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-28087510.post-1149677107395016282006-06-07T11:45:00.000+01:002006-06-07T11:45:00.000+01:00Valuing PR exposure using AEV data is one hot pota...Valuing PR exposure using AEV data is one hot potato! Nobody likes it but lots carry on using it as it is a way to factor in volume, audience and space on page and results from fairly well audited data. <BR/><BR/>Applying a multiplier is a different story again. Personally I don't encourage their use but it seems to originate from some research (unpublished) by the Roland Company (I am told) in the States where people were 3 times more likely to recall the editorial elements of a newspaper as opposed to the advertising - hence 3 multiplier....!Michael Blowershttps://www.blogger.com/profile/04467496084756240044noreply@blogger.com