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 Direct by Lester Wunderman

That changed the retailing world. Born in a Bronx tenement, Wunderman started his own advertising agency with his older brother inat the age of After an apprenticeship served at several agencies, Mr.

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 wundeerman impact on direct marketing.

Discover Prime Book Box for Kids. The hints are there, but you’ll need to dig them out. To things I had almost forgotten about. Confessions of an Advertising Man.

Being Direct: Making Advertising Pay

It had to be tough. Amazon Inspire Digital Educational Driect. The book would be good as a general guide as to what works and what doesn’t–and why–in direct marketing.

But this is also where I worry. But Roosevelt was an innovative president; he took the country along with him. A click has such important potential.


Fear and imagination are opposite. 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.

It was one of my inspirations bein starting Zaaz. Ioan-Alexandru marked it as to-read Apr 08, Are those techniques being applied after the click, when someone moves from the awareness vehicle, such as publishers lestee search engines, to the consumer Web site? We got quite sophisticated with that, and we developed a lot of research that told us what was the most effective communications and to whom those communications would go. General agencies have never practiced this.

Wunderman provides a glimpse into a long and prosperous career in the direct advertising industry. I related to that thought as a marketer.

Suheb marked it as to-read Jan 01, Advertising that creates awareness is not the advertising that wins. See all 15 reviews. How does this make you feel? Proceeds from eBook sales will benefit Bridging The Gap Mekong Trust, a not-for-profit organization whose prime purpose is to improve the education and potential employment prospects of underprivileged, isolated children living along a stretch of the Mekong River in Northern Laos, a cause that is important to Wunderman. Amazon Second Chance Pass it on, trade it in, give it a second life.

If you are looking for a book that will give you the top 10 list of how to make your advertising pay, then this is not the book for you. It may or may not help the reader that Wunderman describes using his techniques in marketing both goods flowers and services credit cards.


There is a big difference between being relevant and being personal, and I think that is one thing we need to be aware of. Get the latest analysis and reports delivered to your inbox daily Get the latest analysis and reports delivered to your inbox daily Sign up. How do we identify the click as being serious business potential or curiosity? Why do you think that is? Wunderman’s campaigns helped direect the American Express lestwr, boosted Time Inc.

Emphasizing the journey and the road to discovery rather than the actual destination, wundrrman book outlines how and when key direct marketing concepts were created, where he beng them, and the results which were achieved.

The supermarket got it right. Really changed the way we get information. Please try again later. Shifting gears to the current economy. Copyright Reed Business Information, Inc.

Be sure they are not wasting their resources and that they are engaging the things that work.