- Hardcover: 336 pages
- Publisher: Random House (Dec 30 1996)
- Language: English
- ISBN-10: 0394540638
- ISBN-13: 978-0394540634
- Product Dimensions: 23.6 x 15.2 x 3.8 cm
- Shipping Weight: 635 g
- Average Customer Review: 4.1 out of 5 stars See all reviews (7 customer reviews)
- Amazon Bestsellers Rank: #560,295 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
From Amazon
Lester Wunderman's Being Direct: Making Advertising Pay truly is both informative and entertaining. 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 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.
From Publishers Weekly
Born in a Bronx tenement, Wunderman started his own advertising agency with his older brother in 1939, at the age of 19. It went under two years later. With a never-say-die attitude, he learned the ropes, and by 1959, Wunderman, Ricotta & Kline (WRK), which he had founded a year earlier, was the world's largest agency specializing in mail-order advertising. A collector of African art, conversant with Spinoza and Marshall McLuhan, Wunderman credits his 1972 meeting with the chief of Mali's Dogon tribe as the key to his understanding of kinship and power-sharing-insights that led him to merge WRK (now Wunderman Cato Johnson, which he chairs) with a larger general agency, Young & Rubicam. Highly skimpy on personal detail, this career-oriented autobiography is a seasoned pro's detailed casebook of direct-marketing hits and misses. Wunderman's campaigns helped launch the American Express card, boosted Time Inc.'s magazine division circulation, devised interactive media to sell Lincoln Continentals and made the zip code an accepted part of the postal system. His account of these and other legendary feats is high-energy. Photos not seen by PW. Author tour.
Copyright 1996 Reed Business Information, Inc.
Copyright 1996 Reed Business Information, Inc.
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Customer Reviews
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Most helpful customer reviews
3.0 out of 5 stars
The Evolution of Direct,
By
This review is from: Being Direct: Making Advertising Pay (Hardcover)
Wunderman provides a glimpse into a long and prosperous career in the direct advertising industry. Emphasizing the journey and the road to discovery rather than the actual destination, this book outlines how and when key direct marketing concepts were created, where he employed them, and the results which were achieved. I liked this book but it did take me some time to plow through it. I struggled to remain focused through parts of the book but, overall, it was a pretty enjoyable read.
5.0 out of 5 stars
Great Account of Direct Marketing's Contribution to Business,
This review is from: Being Direct: Making Advertising Pay (Hardcover)
Being Direct uses many different company and industry examples to outline the development of the Direct Marketing industry. Wunderman does a good job, in a somewhat autobiographical way, as he demonstrates how direct marketing found its niche in the marketing world. Direct Marketing, due to mistaken perceptions among marketing industry experts and large advertisers, took many years to gain recognition. Wunderman asserts that Direct Marketing was, at first, seen as essentially no more than direct mail order advertising. Industry reluctance changed, however, as advertisers and marketing industry experts began to see that through direct marketing an advertiser could better know its customer segments and achieve better sales and profitability results by better catering to those customers' needs. Accordingly, Wunderman provides many examples to prove that the subtitle, "Making Advertising Pay", is certainly an appropriate descriptor for Direct Marketing. This book is written in a story-like narrative that makes it a pretty quick and easy one to read.
5.0 out of 5 stars
Not A Stuffy How-To Only, A Juicy Story Of How It's Done!,
This review is from: Being Direct: Making Advertising Pay (Hardcover)
Lester's tale really gives you an inside look at how the entire 'Direct' movement started and his place in it's history. I loved the format of this book; being story formatted made it read much easier than many of the dry books out there on Direct Marketing and Advertising. This book should be a part of any real marketers collection. It's thick with timeless tips and techniques you may glean from it's pages.
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