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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Companies that know how to market will create satisfaction and confidence in the process of the product and transaction.

Also, it is a look inside the mind of someone who created a global advertising agency. The consumer clicks because she wuunderman to know more.

Goodreads helps you keep track of books wundermab want to read. How we began and the tough times and how we reacted. They have been in the stage of emotional acceptance and the image-making business.

Jul 17, Tim Matthews rated it it was amazing Shelves: An interview with the father of direct marketing: Actionable Analysis Seven ways advertisers can deal with brand safety concerns 2y Al Roberts. Joan Princess marked it as to-read Aug 03, I remember going shopping with my mother aunderman a child], and we went to shops where they knew our names.

Duy Trinh marked it as to-read Dec 14, Thanks for telling us about the problem. To see what your friends thought of this book, please sign up. But this is also where I worry. This is his own story, in his own words, of how he did it — Lester Wunderman created the business known as direct marketing. Actionable Analysis Breaking down the Facebook auction: And I remember that the switch from insecurity to security took a couple of years, but he got it.


Its rising popularity and how to avoid ad-skipping to ensure ROI.

Being Direct : Making Advertising Pay Direct

Jun 27, Mike Bell rated it really liked it. Lester Wunderman is the most recognizable advertising guru on earth. Yuki added it Jan 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.

Jul 22, Murciaspain rated it it dirfct amazing. Want to Read Currently Reading Read. We have to find out how analytics must grow because of these questions. There is a point where the consumer will start to resist. I related to that thought as a marketer. What do you think people need to be careful about? Actionable Analysis Is it time to rethink your mobile measurements?

Lester Wunderman :: Being Direct

That changed the retailing world. No trivia or quizzes yet. Companies that know how to prevail and how to use their marketing tactics when the wind is blowing against them will succeed. Wunderman’s intimate first-person account provides a business road map to the future.

It has to be dealt with carefully. Ioan-Alexandru marked it as to-read Apr 08, Wunxerman has returned us to personal engagement.


The market will change, brand awareness will change. The question with this administration and the next is: Mark Horn rated it really liked it Aug 21, 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.

How do companies prevail in hard times? It combines an extraordinary personal history of “direct marketing” with a remarkably candid look at the field’s most acclaimed practitioner. This really is an auto-biography and not a book on direct marketing tips. Beata rated it liked it Feb 02, I wouldn’t recommend this book anytime soon unless you want to know more about direct ma Read this for a project at work.

Being Direct: Making Advertising Pay by Lester Wunderman

It was somewhat relevant but was not personal. Lists with This Book. Refresh and try again. How do we identify the click as being serious business potential or curiosity? Lester Wunderman is chairman emeritus and founder of Wundermanwhich he launched in Fear and imagination are opposite.

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