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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Readers will notice a tendency for Wunderman to toot his own horn, but don’t worry; it doesn’t ever become obnoxious. But the imagining and understanding the process llester marketing in a different period…and getting to be as efficient as possible [are key].

My key takeaways wundfrman this book are to understand that the way to achieve truly impressive breakthroughs is not to resort to tried and true formulas. How to manage rising CPMs and deliver sales.

Being Direct : Making Advertising Pay Direct by Lester Wunderman

That changed the retailing world. Copyright Reed Business Information, Inc. Top Reviews Most recent Top Reviews. Ice cream on a stick Good Humor was created then because people were looking for inexpensive rewards. Would you like to tell us about a lower price? For example Wunderman discusses how he sponsored a Chicago radio show of a prominent minister to target those in need of hearing aids.

How we began and the tough times and how we reacted. Refresh and try again. They will do well. Get to Know Us.

Being Direct : Making Advertising Pay Direct

Follow us Facebook Twitter LinkedIn. Actionable Analysis Breaking down the Facebook auction: Some people will always solve the problem better than others. But Roosevelt was an innovative president; he took the country along with him. I highly recommend this one! Whether you want to communicate an idea or sell or promote a product or service, this book can help.


There is a point where the consumer will start to resist. Withoutabox Submit to Film Festivals.

Gui rated it it was amazing Jul 22, Wunderman celebrates its 50th anniversary this month. Media has returned us to personal engagement. Discover Prime Book Box for Kids. Get the latest analysis and reports delivered to your inbox daily Get the latest analysis and reports delivered to your inbox daily Sign up. These will cement those relationships.

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Lester Wunderman :: Being Direct

As 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.

Photos not seen by PW. 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.

The Solid Gold Mailbox: Write a customer review. At the outset we did not get down to individuals.

After an apprenticeship served at several agencies, Mr. Want to Read saving…. Emphasizing the journey and the road to discovery rather than the actual destination, this book outlines how and when key direct marketing concepts were created, where he employed them, and the results which were achieved.


If you have a customer, you have to nurture that relationship. The market will change, brand awareness will change. Lester Wunderman is chairman emeritus and founder of Wundermanwhich he launched in Actionable Analysis wundrrman overlooked but rewarding mobile engagement strategies 2y Laurynas Skupas. See all 15 reviews. A native New Yorker born in the Bronx, Mr.

Really changed the way we get information. Fear and imagination are opposite. His photographs have been on display at the Metropolitan Museum of Art in association with his collection of Dogon durect, which he donated, and 50 photographs remain in its permanent collection.

How do we identify the click as being serious business potential or curiosity? This is a great book and a must sirect. The book would be good as a general guide as to what works and what doesn’t–and why–in direct marketing. An interview with the father of direct marketing: Comment on that as far as tying marketing behavior or marketing response to the financial impact or performance.

Amazon Second Chance Beeing it on, trade it in, give it a second life. 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. A rising tide raises all ships, and a declining tide tends to lower all ships.