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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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.

I think everyone is starting to cut back, looking for wundermxn most economical way to shop. Refresh and try again. Trivia About Being Direct: Beata rated it liked it Feb 02, It did not create a relationship.

Making Advertising Pay truly is both informative and entertaining. As a marketer, especially in this economy, being able to actually measure what consumers are doing and not doing, and what their intentions are, is critical.

Being Direct: Making Advertising Pay

At the outset we did not get down to individuals. Be sure they are not wasting their resources and that they are engaging the things that work. Follow us Facebook Twitter LinkedIn.

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It was somewhat relevant but was not personal. Yuki added it Jan 10, Want to Read saving…. Five lessons for maximizing your online and offline conversions.

Being Direct : Making Advertising Pay Direct

Lists with This Book. His 19 principles are still incredibly relevant.

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. What do you think people need to be careful about?

I think there are going to be tricks and promotions within advertising and marketing. How to manage rising CPMs and deliver sales.

Lester Wunderman :: Being Direct

And the good ones are going to do it. As we get to know more, how should we restrain ourselves? Thanks for telling us about the problem. There is a big difference between being relevant and being personal, and I think that is one thing we need to be aware of. Jul 17, Tim Matthews rated it it was amazing Shelves: Are those techniques being applied after the click, when someone moves from the awareness vehicle, such as publishers or search engines, to the consumer Web site?

If you have a customer, you have to nurture that relationship. We never had a click before.

Being Direct: Making Advertising Pay by Lester Wunderman

That is going to create new selling propositions. Anand Mohan marked it as to-read Apr 19, Michael Schutzler rated it liked it Mar 10, Consumers are worried about how to use and protect their assets. The butcher knew what she was accustomed to buying. What a great book. Saritha rated it really liked it Feb 05, Guillermo Puente rated it liked it Jun 22, Selen Selviler rated it it was ok Jan 03, How do companies prevail in hard times?


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: Ice cream on a stick Good Humor was created then because people were looking for inexpensive rewards. Ioan-Alexandru marked it as to-read Apr 08, Breaking down the Facebook auction: But people respond for a number of reasons.

Goodreads helps you keep track of books you want to read. Chikodi Chima rated it really liked it Sep 09, There are no discussion topics on this book yet. Anil rated it really liked it Oct 14, Wunderman’s intimate first-person account provides a business road map to the future.