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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Amazon Drive Cloud storage from Amazon. They will do bwing. Seven ways advertisers can deal with brand safety concerns. To see what your friends thought of this book, please sign up. What advice would you give marketers who care about data and want to utilize data to navigate through economic slowdowns? Hardcoverpages. I have had the pleasure and honor of knowing and working with Lester Wunderman and still found this book informative adv full of new ideas.

Being Direct – Lester Wunderman – Google Books

Everything we do is about direct marketing, and everyone does it: Amazon Advertising Find, attract, and engage customers. Wunderman became fascinated by photography many years ago, studying at The New School in New York City and working privately with several well-known photographers. dirrct

Get to Know Us. It went under two years later. 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. And the good ones are going to do it. Written in an easy-going and deliberately persuasive style obviously honed during Wunderman’s six decades in the trenches, the book direcr his skill developing and gaining acceptance as he creates revolutionary advertising programs for future corporate stalwarts like the Columbia Record Club and American Wundedman.


Wunderman’s campaigns helped launch the American Express card, boosted Time Inc. Highly skimpy on personal detail, this career-oriented autobiography is a seasoned pro’s detailed casebook of direct-marketing hits and misses.

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Being Direct : Making Advertising Pay Direct by Lester Wunderman

Roya marked it as to-read Sep 23, Read more Read less. Since he coined the term ‘direct marketing’ nearly 40 years ago, Lester has been instrumental in the evolution from mass audience general advertising to database-driven direct marketing. The key insight to enjoying the book is to listen to Wunderman’s repsonse to legendary copywriter Maxwell Sackheim’s question, “What is it that you do? Its rising popularity and how to avoid ad-skipping to ensure ROI.

That changed the retailing world. If you are a seller for this product, would you lestwr to suggest updates through seller support?

Readers will notice a tendency for Wunderman to toot his own horn, xirect don’t worry; it doesn’t ever become obnoxious. How do we convert curiosity to relevance? 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?


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Leser a marketer, especially in this economy, being able to actually measure what consumers are doing and not doing, and what their intentions are, is critical. Explore the Home Gift Guide.

It had to be tough. East Dane Designer Men’s Fashion. At the outset we did not get down to individuals. But mostly, how much more competent we are now than we were then. But Roosevelt was an innovative president; he took the country along with him. But what is the consumer reacting to and what should we be doing next?

Fear and imagination are opposite. The book would be good as a general guide as to what works and what doesn’t–and why–in direct marketing.

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Wunderman is an advertising pioneer and visionary. Being Direct on Marketing. In addition, his photographs have become part of the permanent collection in the Dapper Foundation in Paris, now wundermab of the Louvre.