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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.

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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

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