There look to be a few problems there.
First, your path to the jar file is wrong, as you have installed it in Program Files/loqate but have referred to it in Program Files/EDQAV.
Also you need to use the right property names in av.properties, and use two backslashes for the Windows paths, e.g.:
Then make sure the path to the software directory (C:\Program Files\loqate in your case) is on your system path. And make sure you are running EDQ with the same architecture (32 or 64 bit) as EDQ AV.
Please follow the AV Installation instructions http://www.oracle.com/technetwork/middleware/oedq/edqav1331install-2052479.pdf, and use the troubleshooting section if needed.