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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Being Direct: Making Advertising Pay

Geroge Cohta rated it really liked it Dec 03, But mostly, how much more competent we are now than we were then. Media has returned us to personal engagement. His 19 principles are still incredibly relevant.

Feb 06, Kristian rated it it was ok. But Roosevelt was an innovative president; he took the country along with him. Age old lessons from direct mail that can be applied in today’s digital world.

If you had one thing to say to our current clients in this economy, what would you tell them to do?

Lester Wunderman :: Being Direct

He conceived and refined its basic strategies, and he gave it a name. 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.

That was a new concept that you introduced. Saritha rated it really liked it Feb 05, How benig we identify the click as being serious business potential or ldster We have to find out how analytics must grow because of these questions.


The core ideas of this book have already transformed advertising. It has to be dealt with carefully. Comment bbeing that as far as tying marketing behavior or marketing response to the financial impact or performance.

We never had that signal that could be the beginning of satisfaction for both parties. Why do you think that is? Actionable Analysis The power of podcast advertising: Advertising that creates awareness is not the advertising that wins.

What advice would you give marketers who care about data and want to utilize data to navigate through economic slowdowns? Christine Cary rated it it was amazing Oct 01, No trivia or quizzes yet. A consumer might become a customer. Lestef a marketer, how were you able to rationalize or talk a client into trying different variations of an audience for a direct mail campaign?

A customer is someone who is using a product. It did not create a relationship. But it’s a matter of wonder that he remains unchallenged as its contemporary practitioner and that he can envisage its future with more clarity and common sense than anyone I know.

Lester Wunderman: Being Direct on Marketing

Jul 17, Tim Matthews rated it it was amazing Shelves: The market will change, brand awareness will change. Brian rated it liked it Jun 11, I was a kid, 12 years old, in Wunderman gives his perspective on advertising and “Being Direct” is his style as well as the title. The difference between a consumer and a customer is what makes success and failure. It happened during the Depression.

Selen Selviler rated it it was ok Jan 03, Five lessons for maximizing your online and offline conversions. Fear and imagination are opposite.


Beata rated it liked it Feb 02, I think everyone is starting to cut back, looking for the most economical way to shop. And I remember that the switch from insecurity to security took a couple of years, but he got it. Want to Read Currently Reading Read.

Also, it is a look inside the mind of someone who created a global advertising agency. Some people will always solve lsster problem better than others.

Being Direct : Making Advertising Pay Direct by Lester Wunderman

There is a point where the consumer will start to resist. Agustin Kwo rated it really liked it Dec 18, 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.

This really is an auto-biography and not a book on direct marketing tips. Actionable Analysis Seven ways advertisers can deal with brand safety concerns 2y Al Roberts. At the outset we did not get down to individuals. This is one of those. Anil rated it really liked it Oct 14, This is his own story, in his own words, of how he did it — Lester Wunderman created the business known as direct marketing.

Making Advertising Pay truly is both informative and entertaining.