Lester Wunderman is chairman emeritus and founder of Wunderman, which he launched in In , he identified, named, and defined. Lester Wunderman, “the father of direct marketing” and quite possibly the smartest “The objective is to be relevant, not to be personal, Wunderman says. Lester Wunderman’s autobiography, Being Direct: Making Advertising Pay, is now available in eBook form and can be purchased for Amazon Kindle, Barnes.

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Random House; 1st edition December 30, Language: Amazon Inspire Digital Educational Resources.

Being Direct : Making Advertising Pay Direct

Spend an afternoon with him and you will have the equivalent of a marketing education. Making Advertising Pay truly is both lesteer and entertaining.

It went under two lestter later. Lists with This Book. Top Reviews Most recent Top Reviews. Duy Trinh marked it as to-read Dec 14, That was a new concept that you introduced.

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Lester Wunderman :: Being Direct

In addition, his photographs have become part of the permanent collection in the Dapper Foundation in Paris, now part of the Louvre. As we get to know more, how should we restrain ourselves? It’s an easy weekend read and a useful book for anyone in the marketing field, particularly those who may be looking to create more value for customers with their marketing efforts.


Media has returned us to personal engagement.

Being Direct on Marketing. That is going to create new selling propositions. Lester Wunderman created the business known as direct marketing. Want to Read saving…. It happened during the Depression. Hardcoverpages. Or does a more pointed message work, one that is relevant to each consumer?

Actionable Analysis dirsct overlooked but rewarding mobile engagement strategies 2y Laurynas Skupas. The hints are there, but you’ll need to dig them out. Showing of 15 reviews. Seven ways advertisers can deal with brand safety concerns. There’s a problem loading this menu right now.

The formulas will dirext you incremental improvement at best. A click has such important potential. In another section he is challenged to develop a million leads for a rose grower who typically receivednew prospects a year. Really changed the way we get information.

Being Direct: Making Advertising Pay

Kindle Edition Verified Purchase. You beingg tell from reading that Lester Wunderman worked very hard, believed in himself and constantly searched for the unmet needs of customers.


Explore the Home Gift Guide. Corporations have got to set up departments that are sensitive to potential danger that the click can create. As a marketer, how were you able to rationalize or talk a client into trying different variations of an audience for a direct mail campaign? There is a big difference between being relevant and being personal, and I think that is one thing we need to be aware of. With an eye on the future, he offers a new chapter that provides us a thoughtful perspective on how the Internet is creating a more in-control consumer, which promises to have a dramatic — and lasting — impact on direct marketing.