The advertising-value-equivalent (AVE) method in quantifying economic values of public relations activities: experience of a public-listed company in Malaysia

Why should public relations (PR) not be evaluated for its economic value? Despite the point of its social or intangible values, the argument goes on and on in most management meetings where PR practitioners always face the challenges of justifying their worth – often in monetary terms. In an open di...

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Bibliographic Details
Main Authors: Chang, Peng Kee, Abu Hassan, Musa
Format: Article
Published: Penerbit Universiti Sains Malaysia 2006
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