He graduated from high school at the age of 16 but dropped out of Brooklyn College after one year to take an office job and help support his family in the Depression. In , he and his brother Irving offered to work for a single salary for the mail-order agency Casper Pinkster. In , the two brothers joined Maxwell Sackheim. It grew into Wunderman Cato Johnson.
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Details if other :. Thanks for telling us about the problem. Return to Book Page. Preview — Being Direct by Lester Wunderman. It combines an extraordinary personal history of "direct marketing" with a remarkably candid look at the field's most acclaimed practitioner. Written in an easy-going and deliberately persuasive style obviously honed during Wunderman's six decades in the trenches, the book s Lester Wunderman's Being Direct: Making Advertising Pay truly is both informative and entertaining.
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.
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Lists with This Book. This book is not yet featured on Listopia. Community Reviews. Showing Average rating 3. Rating details. More filters. Sort order. Feb 06, Kristian rated it it was ok.
Read this for a project at work. It is an interesting read if you have an inclining towards marketing and advertising. Also, it is a look inside the mind of someone who created a global advertising agency.
From my perspective after reading the book, Mr Wunderman was a bit of a genius and an incredibly hard worker but he also seemed to think very highly of himself and comes across as bit of an arrogant prick. I wouldn't recommend this book anytime soon unless you want to know more about direct ma Read this for a project at work. I wouldn't recommend this book anytime soon unless you want to know more about direct marketing techniques and how to credit yourself with all the successes and shift blame of a failure onto others.
Jul 17, Tim Matthews rated it it was amazing Shelves: all-time-marketing-greats. What a great book. Age old lessons from direct mail that can be applied in today's digital world. Apr 29, mdy rated it really liked it. Read this when I knew nothing about Direct Marketing and Email Marketing was becoming a lot more targeted.
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. The opening pages have a section called "Nineteen Things All Successful Direct Marketing Companies Know" and that's probably the closest you'll get to a list of principles. Jun 27, Mike Bell rated it really liked it.
I enjoy learning the history, the why, the backstory; and this book doesn't disappoint. Wunderman gives his perspective on advertising and "Being Direct" is his style as well as the title. His 19 principles are still incredibly relevant. It all builds toward creating a relationship with the consumer; and that is what advertising today is all about. This really is an auto-biography and not a book on direct marketing tips. Still, it is a good read and a lot could be learned through the examples provided by Wunderman.
Feb 26, Nate Desmond rated it it was amazing. You know those books you come back to repeatedly? This is one of those. Half biography half history of advertising, interesting read. I couldn't help but feel a melancholy thread in those pages. Lester Wunderman is the most recognizable advertising guru on earth. Chikodi Chima rated it really liked it Sep 09, Brian Gill rated it liked it Mar 23, Anil rated it really liked it Oct 14, Kamil Havlicek rated it it was amazing Apr 30, Matt Gratt rated it it was amazing Aug 17, Geroge Cohta rated it really liked it Dec 03, Guillermo Puente rated it liked it Jun 22, Rajesh Agrawal rated it it was amazing Jun 23, Be rated it it was amazing Feb 07, Beata rated it liked it Feb 02, Dustin Titus rated it it was amazing Mar 10, Patrick rated it it was ok Jan 27, Michael Schutzler rated it liked it Mar 10, Agustin Kwo rated it really liked it Dec 18, Saritha rated it really liked it Feb 05, Christine Cary rated it it was amazing Oct 01, Selen Selviler rated it it was ok Jan 03, Vejay Anand rated it it was amazing Feb 27, Michaelpizzo rated it really liked it Mar 12, Mark Horn rated it really liked it Aug 21, Alan Luna rated it it was amazing Jan 27, Don Braithwaite rated it really liked it Sep 06, Brian rated it liked it Jun 11, There are no discussion topics on this book yet.
Readers also enjoyed. About Lester Wunderman. Lester Wunderman. Books by Lester Wunderman. As dedicated readers already know, some of the best and most innovative stories on the shelves come from the constantly evolving realm of young ad Read more Trivia About Being Direct: Mak No trivia or quizzes yet.
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Lester Wunderman, Father of Direct Marketing, Dies at 98
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Being Direct: Making Advertising Pay
This week we lost Lester Wunderman, known as the father of direct marketing. He was A college drop-out with no formal training in advertising, he got into the mail-order business when he and his brother, Irving, proposed that the two of them work for one salary split between them. For decades, he used zip codes and research databases to identify customers, then send them personalized messages matched to their interests and characteristics with mailings, promotional letters, phone calls, newspaper and magazine inserts. He dramatically increased sales with toll-free telephone numbers for ordering, postage-paid subscription cards, buy-one-get-one-free offers, and loyalty reward programs. From book clubs to record companies, advertisers became his clients because they liked his ideas of selling direct to consumers. Always looking to innovate, in the 80s, he created a subscription coffee service, using direct-mail ads and later online advertising.
Lester Wunderman , the advertising executive credited with pioneering the hugely successful modern techniques of direct marketing, with sales pitches aimed at targeted prospective customers in their homes and geared to their interests or characteristics, died on Wednesday at his home in Manhattan. He was A spokeswoman for his agency, the Wunderman Group , confirmed the death on Monday. Wunderman never graduated from college, had no formal training in advertising and got into the mail-order business on a two-for-one offer: one salary split between him and his brother. It proved to be a big bargain for Madison Avenue. Long before anyone had ever heard of internet sales or interactive communications, Mr.