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An Integrated Policy is the Best Policy
By: Dwayne W. Waite Jr.
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It is true that we often refrain from touting "best practices" or "common lessons" because we too often see that the practices and lessons touted and praised cannot be considered completely effective in all circumstances for all brands in all industries.

It is incredibly tough to generalize in the advertising community.

Yet, as tough as it is, there is something that most businesses and practitioners have realized. The notion is quite similar to the practice that financial portfolio managers have adopted and advocate to clients.

In the financial industry it is called diversification. In AdLand we call it integration.

We never want to depend on a single piece of media.

Even WPP's head honcho, Sir Martin Sorrell, admonishes the industry professionals not to forget about the power of print publications.

In the era of media and audience fragmentation, it is crucial for businesses to be able to influence decisions on multiple fronts. Just like a finance manager would not place their clients' money in solely the stock market or bonds, an advertising professional would be doing harm to their brand or client by leaving specific media channels untouched.

Brands should use discretion when choosing what tools to use. But the jury is in; it is proper and effective to use more than just one tool.

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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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