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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But Roosevelt was an innovative president; he took the country along with him. See all 15 reviews. At the time that I wrote the book, we were just getting into the Web.

It was one of my inspirations for starting Zaaz. You have to make sure the customer continues to buy your product. General agencies have never practiced this. Gui rated it it was amazing Jul 22, You can tell from reading that Lester Wunderman worked very hard, believed in himself and constantly searched for the unmet needs of customers.

This is a good thing. A rising tide raises all ships, and a declining tide tends to lower all ships.


Amazon Advertising Find, attract, and engage customers. He conceived and refined its basic strategies, and he gave it a name. It was somewhat relevant but was not personal. Shifting gears to the current economy. Lester Wunderman created the business known as direct marketing. Advertising that creates uwnderman is going to win.

Wunderman is an advertising legend and the pioneering father of direct marketing.

Being Direct: Making Advertising Pay: Lester Wunderman: : Books

Lester Wunderman developed what is now called direct marketing, and this is a fascinating exposition of a commercial success story that has had a major impact on our civilization. Everything we do is about direct marketing, and everyone does it: Top Reviews Most recent Top Reviews. Want to Read Currently Reading Read. 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.

I’m not sure the book is in print anymore but either way, the copy I bought was in such great shape that I don’t even notice it’s used.

This is his own story, in his own words, of how he did it — how he sold everything from roses to Ford cars, from credit cards to coffee, lsster the direct marketing techniques he and his agency created; how he showed Time, Inc. I suspect that we will see a shift.


Being Direct: Making Advertising Pay

His book covers a lot of valuable tips and tools and reasons why in an easy to read style. The power of podcast advertising: 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.

People were running for the bank because their money was being threatened. But what is the consumer reacting to and what should we be doing next? To things I had almost forgotten about. Fear and imagination are opposite. Anand Mohan marked it as to-read Apr 19, AmazonGlobal Ship Orders Internationally.

Suheb marked it as to-read Jan 01,