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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Being Direct: Making Advertising Pay

The book would be good as a general guide as to what works and what doesn’t–and why–in direct marketing. They have been in the stage of emotional acceptance and the image-making business.

At the outset we did not get down to individuals. East Dane Designer Men’s Fashion. If a company is looking at direct marketing as a possible direction, this would be a good place to start to get an idea of what is involved, and what it takes to be successful.

Thanks for lseter us about the problem.

Get to Know Us. Refresh and try again. It did not create a relationship. 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?


Would you like to tell us about a lower price? Amazon Inspire Digital Educational Resources. Withoutabox Submit to Film Festivals. Wunderman’s campaigns helped launch the American Express card, boosted Time Inc. Why do you think that is? His book wundermzn a lot of valuable tips and tools and reasons why in an easy to read style.

For example Wunderman discusses how he sponsored a Chicago radio show of a prominent minister to target those in need of hearing aids. Actionable Analysis Five lessons for maximizing your online and offline conversions 2y Linus Gregoriadis.

It went under two years later.

Lester Wunderman: Being Direct on Marketing – ClickZ

Get the latest analysis and reports delivered to your inbox daily Get the latest analysis and reports delivered to your inbox daily Sign up. Wunderman is an advertising legend and the pioneering father of direct marketing. A customer is someone who is using a product. Making Advertising Pay truly is both informative and entertaining. But it’s a matter of wonder that he remains unchallenged as its contemporary practitioner and that he can envisage its future with more clarity and common sense than anyone I know.


An interview with the father of direct marketing: The big danger in our world is privacy. Alexa Actionable Analytics for the Web.

Be sure they are not wasting their resources and that they are engaging the things that work. The hints are there, but you’ll need to dig them out.

I think we are getting better at it. This is a good thing.

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Actionable Analysis Seven ways advertisers can deal with brand safety concerns 2y Al Roberts. AmazonGlobal Ship Orders Internationally. Joan Princess marked it as to-read Aug 03, If you are a seller for this product, would you like to suggest updates through seller support? Open Preview See digect Problem? To ask other readers questions about Being Directplease sign up.