Final answer:
The statement that all practitioners agree on the validity of AVEs and press clippings to measure campaign effectiveness is false due to the shift in media consumption and the emergence of more comprehensive modern metrics.
Step-by-step explanation:
All practitioners do not agree that advertising value equivalents (AVEs) and press clippings are a valid way to measure effectiveness in strategic communications campaigns. This statement is False. There are several reasons for this.
Firstly, the landscape of media consumption has dramatically shifted. With the rise of the Internet and social media, traditional forms like newspapers and magazines, which previously were significant in reaching a demographic such as voters over 50 years old, have seen a decline in cost-effectiveness compared to digital campaigns.
Secondly, the advent of television and the emphasis on visual content have transformed how campaigns are run. While TV remains a dominant medium, especially due to the impact of highly crafted TV commercials, there is also an increasing recognition of the multi-channel nature of media engagement.
In terms of measurement, AVEs have been criticized because they do not necessarily correlate with campaign objectives such as brand awareness, reputation enhancement, or lead generation. Modern performance metrics in strategic communications focus more on engagement, conversion rates, and the quality of interactions rather than just the quantity of media exposures.
Overall, while AVEs and press clippings may provide some insights, they are not universally endorsed as comprehensive indicators of campaign success in the current complex media environment.