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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition by Don W. Stacks, David Michaelson

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Dictionary of Public Relations Measurement and Research1

@ Replies—sm/s/engagement. A key performance indicator (KPI) metric that provides evidence of Twitter activity; see also: Twitter, Retweets

-A-

Active Advocates—m/s/outtake/outcome. People or groups who are actively advocating, supporting or promoting for the object of the research; see also: Advocacy, Objective

Advertising Value Equivalents (AVE)—s. A discredited output score that suggests an equivalent cost of buying space devoted to editorial content; also referred to as Equivalent Advertising Value (EAV); see also: Opportunity to See

Activity—m. Content creation such as blogs, videos, tweets, press releases, speeches, and so on

Advertorial—m. Space in a publication bought to advertise ...

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