Editor's Note:  Appreciation to  Ketchum's David B. Rockland, Ph.D., Partner/CEO, Global Research & Analytics, Past Chairman, AMEC and his team for sharing their insight and producing this video that takes a deep dive into the Barcelona Principles of Communication Measurement.  To learn more about the Barcelona Principles, visit the AMEC : the International Association for Measurement and Evaluation of Communication website at www.amecorg.com