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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I remember going shopping with my mother [as a child], and we went to shops where they knew our names. The consumer clicks because she wants to know more.

Wundwrman both cases, Wunderman hits it out of the park.

The hints are there, but you’ll need to dig them out. The visionary marketing techniques he conceived and perfected over his long and brilliant career transformed the advertising industry and continue to shape the interactive marketplace.

Lists with This Book. But this is also where I worry.

Shifting gears to the current economy. The key lfster to enjoying the book is to listen to Wunderman’s repsonse to legendary copywriter Maxwell Sackheim’s question, “What is it that you do? But what is the consumer reacting to and what should we be doing next?

Being Direct : Making Advertising Pay Direct

Wunderman’s intimate first-person account provides a business road map to the future. Advertising that creates commitment is going to win.

Written in an easy-going and deliberately persuasive style obviously honed during Wunderman’s six decades in the trenches, the book shows his skill developing and gaining acceptance as he creates revolutionary advertising programs for future corporate stalwarts like the Columbia Record Club and American Express.


In the end, you get more history from it than hard, specific tips. But when you get into periods such as ldster, of fear, does that advertising work?

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Amazon Inspire Digital Educational Resources. The market will change, brand awareness will change. We are running closer and closer wundegman that danger line. Get fast, free shipping with Amazon Prime.

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

If you are looking for a book that will give you the top leeter list of how to make your advertising pay, then this is not the book for you. Actionable Analysis Seven ways advertisers can deal with brand safety concerns 2y Al Roberts. But the imagining and understanding the process of marketing in a different period…and getting to be as efficient as possible [are key]. That is going to create new selling propositions.

wundermaj It did not create a relationship. After an apprenticeship served at several agencies, Mr. I think we are getting better at it. Ioan-Alexandru marked it as to-read Apr 08, Actionable Analysis Breaking down the Facebook auction: They have been in the stage of emotional acceptance and the image-making business. I liked this book but it did take me some time to plow through it. 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.


A rising tide raises all ships, and a declining tide tends to lower all ships.

Being Direct : Making Advertising Pay Direct by Lester Wunderman

Roya marked it as to-read Sep 23, I was a kid, 12 years old, in Tihana marked it as to-read Jul 05, Shopbop Designer Fashion Brands. Advertising that creates awareness is not the advertising that wins.

Discover Prime Book Box for Kids. A customer is someone who is using a product. There was a problem filtering reviews right now. My key takeaways from this book are to understand that the way to achieve truly impressive breakthroughs is not to resort to tried and true formulas. To things I had almost forgotten about. Don’t have a Kindle? Alexa Actionable Analytics for the Web. The Laws of Human Nature.

It was one of my inspirations for starting Zaaz. Jul 22, Murciaspain rated it it was amazing. Share your thoughts with other customers.

A lot of things. Customers who viewed this item also viewed. It was somewhat relevant but was not personal.

A click has such important potential. Anand Mohan marked it as to-read Apr 19, Mathew Anthony marked it as to-read Mar 25, Yuki added it Jan 10, This book is not yet featured on Listopia.