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'War Games' For AdLand?
By: Dwayne W. Waite Jr.
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Sometimes a great idea comes from using an old concept in a new way, or taking a best practice from one industry and applying it to a new one. In AdLand, we see that professionals in the industry are quite good at appropriation — the method of adopting a regular idea and modifying it to be their own.

We have an interesting idea for the advertising industry: war games.

We got the idea of applying the war-game simulation to the advertising environment when we were listening to an interview with a gentleman who helped develop war-game simulations for the Pentagon. The war-game developers gathered massive amounts of data on different machinery and weaponry and entered it into software, and it helped the military plan how different battle scenarios would go.

AdLand has numbers. We have plenty of tools and data and we have a moderate understanding of how impressions and sales and market share can correlate.

Why can't we have "AdLand Games?" We can use the advertising collateral our brands have, compare it to the materials our competitors have, and create models for marketing campaign success based on a number of quantitative scenarios.

It's an interesting way to use all the "Big Data" that our brands have come to know and love.

Just a thought.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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