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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This latest edition of Being Direct is clearly the reflection of Lester’s decades of experience. They want the best value for their money. Michael Schutzler rated it liked it Mar 10, 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, using the direct marketing techniques he and his agency created; how he showed Time, Inc.

Lester Wunderman :: Being Direct

Open Preview See a Problem? It did not create a relationship. They have been in the stage of emotional acceptance and the image-making business.

Hardcoverpages. It is an interesting read if you have an inclining towards marketing and advertising. Refresh and try again. The marketer is aware of the click and wants to do more for the consumer. Open Preview See a Problem? I think everyone is starting to cut back, looking for the most economical way to shop.


How do we identify the click as being serious business potential or curiosity? Advertising that creates awareness is not the advertising that wins. Books by Lester Wunderman. Advertising that creates commitment is going to win. We got quite sophisticated with that, and we developed a lot of research that told us what was the most effective communications and to whom those communications would go.

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Lester Wunderman: Being Direct on Marketing

Guillermo Puente rated it liked it Jun 22, Making Advertising Pay by Lester Wunderman. Preview — Being Direct by Lester Wunderman.

Mathew Anthony marked it as to-read Mar 25, Some people will always solve the problem better than others. How does this make you feel? Companies that know how to prevail and how to use their marketing tactics when the wind is blowing against them will succeed. It combines an extraordinary personal history of “direct marketing” with a remarkably candid look at the field’s most acclaimed practitioner.


Fear and imagination are opposite. We never had that signal that could be the beginning of satisfaction for both parties. Comment on that as far as tying marketing behavior or marketing response to the belng impact or performance. This really is an auto-biography and not a book on direct marketing tips. Wunderman celebrates its 50th anniversary this month. Anand Mohan marked it as to-read Apr 19, But when you get into periods such as this, of fear, does that advertising work?

Since he coined wuncerman term ‘direct marketing’ nearly 40 years ago, Lester has been instrumental in the evolution from mass audience general advertising to belng direct marketing. 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.