Updated : Oct 05, 2019 in Art


Being Direct: Making Advertising Pay. Lester Wunderman, Author Random House (NY) $25 (p) ISBN Being Direct has 3 ratings and 1 review. Lester Wunderman created the business known as direct marketing. He conceived and refined its basic strategies. Lester Wunderman’s Being Direct: Making Advertising Pay truly is both informative and entertaining. It combines an extraordinary personal history of ” direct.

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Brian Gill rated it liked it Mar 23, We never had a click before. Corporations have got to set up departments that are sensitive to potential danger that the click can create. Tihana marked it as to-read Jul 05, I wouldn’t recommend this book anytime soon unless you want to know more about direct marketing techniques and how to credit yourself with dirrect the successes and shift blame of a failure onto others.

His 19 principles are still incredibly relevant.

Being Direct: Making Advertising Pay

Hardcoverpages. Ice cream on a stick Good Humor was created then because people were looking for inexpensive rewards. The supermarket got it right. Companies that know how to market will create satisfaction and confidence in the process of the product and transaction. But I think the danger is when you stop finding out, once you are in a fear mode. It had to be tough. 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.


Spend an afternoon with him and you will have the equivalent of a marketing education. 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.

Vejay Anand rated it it was amazing Feb 27, But this is also where I worry.

Lester Wunderman: Being Direct on Marketing – ClickZ

Actionable Analysis The power of podcast advertising: It combines an extraordinary personal history of “direct marketing” with a remarkably candid look at the field’s most acclaimed practitioner. Books by Lester Wunderman. Usama marked it as to-read Apr 05, I couldn’t help but feel a melancholy thread in those pages.

This is a good thing. But the imagining and understanding the process of marketing in a different period…and getting to be as efficient as possible [are key].

It was great as an eye-opener even though it was written more in a story-telling style rather than as a straight-to-the-point reference or how-to. Want to Read saving…. We are seeing a realization of translating that click to wherever it is in the marketing funnel, bring the monetary impact to the business. To see what your friends thought of this book, please sign up.

Analytics Actionable Analysis Lester Wunderman: Written in an easy-going and deliberately persuasive style obviously honed during Wunderman’s six decades in the virect, the book s Lester Wunderman’s Being Direct: What advice would you give marketers who care about data and want to utilize data to navigate through economic slowdowns?


As a marketer, how were you able to rationalize or talk a client into trying different variations of an audience for a direct dorect campaign?

Actionable Analysis 5 overlooked but rewarding mobile engagement strategies 2y Laurynas Skupas.

Really changed the way we get information. 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 wjnderman future corporate stalwarts like the Columbia Record Club and American Express.

Lester Wunderman: Being Direct on Marketing

Books by Lester Wunderman. Chikodi Chima rated it really liked it Sep 09, Want to Read saving…. Len rated it it was amazing Sep 16, It all builds toward creating a relationship with the consumer; and that is what advertising today is all about.

I think we are getting better at it.